In 1995, Bill DeWitt III and Stephen Brauer purchased the St. Louis Cardinals from Anheuser-Busch for just $150 million. Today, the franchise is valued at $2.55 billion, according to Forbes, with annual revenue estimated at $372 million. It’s clear that the DeWitt family has seen an incredible return on their investment.
Before diving deeper into this discussion, it’s important to note that there have been no reports or rumors suggesting that the DeWitt family plans to sell the team. In fact, Bill DeWitt Jr. has stated that there are no current plans for him to fully hand over ownership to his son, Bill DeWitt III. It seems the DeWitt family intends to maintain ownership of the Cardinals for the foreseeable future. As a globally recognized brand consistently ranked among the highest in North American sports franchise valuations, the DeWitts are sitting on a valuable asset.
The idea for this piece arose as I began contemplating who within the organization deserves the most blame for the team’s recent struggles—whether it’s the players, coaches, front office, or ownership. Ultimately, the players are responsible for executing on the field. The coaches’ job is to lead and prepare the team. The front office handles player acquisitions, development, and decision-making. At the top, the owners are tasked with providing the resources necessary to contend, and in recent years, the team has fallen short in that department.
Under the DeWitts, the area around Busch Stadium has been transformed into a significant revenue generator, thanks to developments like Ballpark Village and surrounding residential properties. The Cardinals also consistently rank among the top teams in MLB for attendance. Despite the uncertainty surrounding Diamond Sports Group and Bally Sports, revenue remains strong for the franchise.
In the unlikely event that the DeWitt family chooses to sell the team, there would undoubtedly be numerous suitors eager to acquire such a valuable and iconic franchise. However, the pool of potential buyers would be limited to those with the financial means to meet the hefty price tag. Furthermore, Cardinals fans would likely prefer a local owner—someone who has a personal connection to the team, just as the DeWitts do. This narrows the field even further when considering possible future owners or ownership groups.