Nov. 10, 1964 - The Milwaukee Braves signed a 25-year contract late this afternoon to begin playing in Atlanta’s $18 million stadium in 1966. The stadium is expected to be completed next April.
The signing took place in Chicago, two days before the Atlanta-Fulton County Stadium Authority had said it would transpire.
It was speeded up, apparently, to head off another legal move by Milwaukee County officials. The officials already had secured a court order restraining the Braves from signing a contract to play in Atlanta in 1965.
Under the 85-page contract, the National League club will pay rentals based on gross receipts from admissions and concession. The Braves will control all concessions with the exception of parking, which will be operated by the authority itself.
Atlanta Mayor Ivan Allen Jr. (pictured) was in his office at City Hall when Arthur Montgomery, the authority chairman, telephoned from Chicago to inform him the contract had just been signed. It was 5:57 p.m.
The beaming Mayor congratulated Montgomery and said: “Tell them [the Braves] they just made the best trade they’ve ever made.”
An authority source revealed the Braves are “not planning in the near future to televise any home games,” although the contract authorizes them to televise as many as 25 a year.
“They’re planning to set up a vast radio network that will blanket the Southeast — at least eight states, maybe more,” said the source.
He said a major factor in the Braves’ decision to move to Atlanta was that the region is a “new and developing market.”
“This will cut the American League right out of the Southeast,” he said, “and that’s another reason the National League was so interested in seeing the Braves move to Atlanta.”
Regarding the radio network, it was strongly indicated that two of the prime sponsors will be Atlanta-based beverage firms with international reputations — Coca-Cola and Carling’s.
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