San Diego Padres: Small Market, Big Heart – How Fan Support Drives the Team’s Success
The San Diego Padres, despite being a small-market team, have managed to maintain one of the highest payrolls in Major League Baseball. Positioned in a media market that ranks among the bottom five in the league, the Padres’ ability to compete with the financial powerhouses of the sport like the Los Angeles Dodgers is nothing short of remarkable. While most teams in similar situations might use their smaller market as an excuse to cut back on spending, the Padres have built a winning reputation by doing the opposite—thanks to a passionate fanbase and strategic management.
As highlighted by Kevin Acee of the San Diego Union-Tribune, the Padres are the only team in MLB with a top 10 payroll while also being ranked lower than 15th in terms of market size. According to Acee, the Padres generate between $20 and $30 million from their media deals, which is less than 10% of what the Dodgers earn from their lucrative TV deal. This puts the Padres in a financial position far below many of their rivals, making their achievements even more impressive.
How have they managed this? The answer lies in the Padres’ unwavering fan support. Padres CEO Erik Greupner credits the team’s success to the loyalty and dedication of their fans. “Attendance has led to revenue growth that can support a payroll that’s a lot higher — much, much higher — than our media market would support,” Greupner said.
In 2024, the Padres set a franchise record for season attendance, with 56 sellouts and an average of 41,066 fans per game. On Opening Day 2025, they broke the record again, with 45,568 fans packing Petco Park for the season opener. The Padres’ consistent ability to draw large crowds has allowed them to reinvest in the team and maintain a competitive edge despite the financial disadvantages of their media market.
This fan-driven revenue growth has not only supported the team on the field but also fueled improvements off it. The Padres have made several additions to Petco Park this offseason, further enhancing the fan experience as a thank you to their loyal supporters.
While the Padres may not have the financial muscle of other teams in the NL West, their success is a testament to their strong organizational culture, savvy management, and, most importantly, the best fans in baseball. The Padres’ story is a reminder that passion and dedication can go a long way in the world of professional sports, even in a small market.