Atlanta scored points for its high-profile venues, like Mercedes-Benz Stadium.Abell Images
No. 5: Atlanta
Score: 58.0
This does seem a little low, doesn’t it? Especially since Atlanta ranks near the top of our survey for its facilities. But in interviews, a very consistent theme emerged — the city is congested and can be hard to navigate, especially for those who aren’t as familiar with it. And that’s quite a few people, since tourism in Atlanta generates more than $100 million in revenue.
Sports properties (16): “The Capital of College Football” is in the host rotation for the CFP National Championship and hosts the SEC title game, several bowl games and season-opening matchups. It’s also home to the College Football Hall of Fame. Besides its five teams from the major professional leagues, and three Division I schools, Atlanta also plays host to NASCAR, PGA Tour and ATP permanent events.
Sponsor footprint (50):
Atlanta is home to more top-level sponsors than any other city in the Southern region, including Coca-Cola, Chick-fil-A, Mercedes-Benz, Delta Air Lines, Buffalo Wild Wings and UPS.
Facilities: Best in the nation, according to our methodology. Mercedes-Benz Stadium, built in 2017, is the crown jewel of Southern sports culture and one of the top-rated facilities overall. Home to NFL, MLS and NCAA football, the venue hosts 3 million fans and 50 events a year, and will be a 2026 FIFA World Cup host. Truist Field, also built in 2017, is an industry innovator that includes a commercial area (The Battery) that has been a model for later venues.
Cost: Considering that Atlanta is the eighth-largest market in the country, it’s only 5% higher than the national average for cost of living.
Getting around: The city has notoriously intense traffic. “Ultimately, you’re facing a capacity issue and the roads aren’t made to handle that many at once,” Georgia Tech professor Michael Hunter told the Atlanta Journal-Constitution.
SPORTS MEDIA: Most of Turner Sports’ broadcast operations headquartered are in Atlanta, including TNT’s “Inside the NBA.”
Did you know … : The historic Varsity restaurant on the corner of Spring Street and North Avenue serves more Coca-Cola each year than any other vendor in the world.
What they’re saying: “The logistics can be tough; it’s hard to make more than one or two in-person calls a day in a city like this, same as D.C. and L.A. But from purely a market point of view, it’s massive and a 365-day-a-year business. It’s a mixed bag, I guess, but there’s no doubt it checks every box for what you want for sports business.” — D.M.
