When Loeffler and Brock decided to join Betty as owners, the Dream were every bit as big a gamble. In three years, they had never turned a profit. Overall attendance, despite the team’s success, had declined by 25 percent. But when she looked closer and set aside comp tickets, Loeffler saw that ticket sales were actually increasing. Even when the team lowered ticket prices for the 2011 season, revenues continued to grow as total attendance ticked up for the first time in the Dream’s history. And national TV viewership on ESPN2 was also trending up, with the WNBA five years into an eight-year deal with ABC, ESPN, and ESPN2—the first-ever agreement that paid rights fees to the teams in a U.S. women’s professional sports league rather than requiring the teams to pay for coverage. A very good article on the state of the Atlanta Dream. Worth a read.