Sports Business 101: What are the Atlanta Falcons worth?

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Sports Business 101: What are the Atlanta Falcons worth?
August 3,2009
Josh Lobdell
Examiner.com

The Atlanta Falcons have been a part of the NFL since 1965 when then Commissioner Pete Rozelle awareded the franchise to Rankin Smith. Since that time the Falcons have appeared in one Super Bowl, won three division titles, and appeared in the playoffs nine times. They have an overall record, through the 2008 NFL season of 275-399-6.

Many football fans will remember that one Deion Sanders started his NFL career with this club, and that the Falcons pulled a draft day trade in 2001 giving up WR Tim Dwight and the 5th overall pick to the San Diego Chargers for the first overall pick. Atlanta used the #1 pick on QB Michael Vick while the Chargers used the #5 pick on RB Ladainian Tomlinson. This is also the team that orginally drafted QB Brett FavreThis seems to indicate that this team can attract talent, but often times has had bad luck and free agency steal that talent away.

The most famous Falcons team was the “Dirty Bird” Falcons from 1998. Led on the field by QB Chris Chandler and RB Jamal Anderson this team coached by Dan Reeves made it all the way to the 1999 Super Bowl before losing to the Denver Broncos.

Currently, Forbes Sports Money has the value of this club listed at 872 million dollars. That worth can be broken down this way:

• Sport- 612 Million
• Market- 122 Million
• Stadium- 85 Million
• Brand Management- 52 Million

Note: Sport: Portion of franchise's value attributable to revenue shared among all teams. Market: Portion of franchise's value attributable to its city and market size. Stadium: Portion of franchise's value attributable to its stadium. Brand Management: Portion of franchise's value attributable to the management of its brand.

The Falcons play their home games at the Georgia Dome. Here is a quick look at that facility’s details
• Built- 1992
• Capacity- 71,250
• Owner- State of Georgia

In their 44 years history the Falcons have called only two stadiums home, before the move to the Georgia Dome in 1992 they played their home games at Atlanta Fulton County Stadium. There are a few rumors that Falcons owner, Arthur Blank, would like to buy the shuttered GM plant in Doraville, GA as a site for a new Falcons stadium, even though the team has a lease for the Georgia Dome until 2020.

Speaking of Blank, who bought the team in 2002 for 545 million dollars, who also the owner of the Georgia Force of the Arena Football league. In 2006 he was rumored to be interested in buying the Atlanta Braves, and is currently in negotiations with the MLS to bring an expansion MLS team to the Atlanta area.

A look at the rest of the Falcons Front Office:

Owner/CEO- Arthur Blank
President- Rich McKay
Vice President/Chief Financial Officer- Kevin Winston
General Manager- Thomas Dimitrioff
Director of Football Administration- Nick Polk
Director of Player personnel- Les Snead
Director of College Scouting- David Caldwell

The Falcons Head Coach is Mike Smith, who was named 2008 NFC Coach of the Year. A look at the rest of the coaching staff:

Head Coach- Mike Smith
Asst Head Coach/Secondary- Emmitt Thomas
Offensive Coordinator- Mike Mularkey
QB’s Coach- Bill Musgrave
RB’s Coach- Gerald Brown
WR’s Coach- Terry Robiskie
TE’s Coach- Chris Scelfo
OL Coach- Paul Boudreau
Defensive Coordinator- Brian Van Gorder
DL Coach- Ray Hamilton
LB’s Coach- Glenn Pires
DB’s Coach- Alvin Reynolds
Special Team- Keith Armstrong

Atlanta Flacons on Radio and TV

Falcons home games are broadcast on radio station WZGC 92.9FM and where Wes Durham is the play by play announcer. Regular season home games are broadcasted nationally on Fox affiliates. Atlanta Falcons pre season games that are not broadcasted nationally are shown on NBC affiliate WXIA, and on the NFL network.