The Atlanta Falcons’ rising content material crew can have shiny new digs this fall when AMB Sports activities and Leisure opens Ticketmaster Studios on the crew’s Flowery Department, Ga., coaching facility. The roughly 9,500-square-foot, multimillion-dollar studio will assist the Falcons satiate their rising want to provide extra content material all through your complete 12 months, not simply throughout soccer season.

“The time was ripe for us to make a substantial funding,” mentioned Falcons Chief Income Officer Tim Zulawski, “not solely into the house, however the alternative to create a content material engine machine to try to fulfill the thirst of our fandom.”

Solely a handful of NFL groups have deliberately constructed content material studios and the Falcons are the primary with a naming-rights associate. The studio naming rights had been included within the crew’s renewal with Ticketmaster in June, which made the ticketing firm AMBSE’s thirteenth founding associate. Zulawski didn’t reveal the deal’s monetary particulars or the naming rights’ worth, however he mentioned that not one of the different founding companions’ offers are shorter than a decade in period.

“We talked a few bunch of artistic and strategic methods to proceed to develop and do issues otherwise,” mentioned Clay Luter, Ticketmaster govt vp and co-head of sports activities. “Whereas they had been constructing out the studio, that piece got here up and appeared attention-grabbing. Content material consumption is totally different than it’s ever been earlier than and we’re seeing that within the dwell occasions house.”

The demand from followers is evident and helps the Falcons’ case for enterprise the mission about 16 months in the past. The crew noticed a 90% year-over-year enhance in video views through the NFL’s main offseason window (April to June) this 12 months in comparison with 2021. The most important leap got here on Fb, the place the Falcons noticed 255% development in video views through the second quarter of 2022.

In 2021, the Falcons surpassed 100,000 subscribers on YouTube; the crew prioritized YouTube as its fundamental video serving platform and noticed a 44% enhance in video views in 2021. Draft content material was the first driver of elevated views. Lengthy-form movies additionally overperformed on the platform.

The Falcons declined to say how many individuals work on the content material crew, which is run by Scott Kegley, vp of digital technique, who joined the crew in June after holding an analogous position with the Minnesota Vikings.

Forward of designing their studio, the Falcons visited different NFL groups’ amenities, in addition to Residence Depot’s. The retailer has a large content material studio at its Atlanta headquarters, which it makes use of largely for inner communications with workers. Zulawski mentioned AMBSE will use its studios for related functions, when wanted.

Ticketmaster Studios was designed by Atlanta-based structure agency Rule Pleasure Trammell + Rubio LLC, and Whiting-Turner served because the contractor. The house, situated proper off the Falcons’ observe fields, accommodates a fundamental studio, a secondary studio, a podcast studio, an outside terrace, and an NFL Community-specific interview room. The studio has connectivity to Mercedes-Benz Stadium in downtown Atlanta, in addition to its personal absolutely operational management rooms for video and podcasts, in order that a number of productions can happen concurrently.

Ticketmaster may also have entry to the studio. Zulawski mentioned that different present and potential AMBSE sponsors are keenly within the studio and the Falcons’ total content material technique.

“The demand for digital content material as part of their relationship on the pie chart is rising exceedingly,” he mentioned. “I’m sufficiently old to know when signage was the large factor, then it was the money-can’t-buy experiences, then it was this, then it was that. Now, companies and entities are sensible sufficient to appreciate if they’ll pull among the fairness from their sports activities franchise to their model, it’s a option to reduce by means of the litter.”