Not exactly true. By size of TV markets they are 7th. By MSA they are 9th. By CSA they are 6th. They are a small market team, but they have some things going for them. There's no NBA franchise. There's no dominant college sports program, like a USC, Michigan or Ohio State. There's an NFL team and them. I guess there's the NHL... Not sure that counts. It's also a sports happy city/area and baseball is ingrained into the city. That plus it's ideal situation near the confluence of the Mississippi and Ohio rivers means that there are a lot major business HQ's/distribution centers to invest in the team, through advertising, etc. St Louis, for example, has more fortune 500 HQs than Los Angeles, Boston and Philadelphia. Add all that together and if you were to rank teams by areas of potential profitability, the Cardinals would probably rank in the 10-15 range. Definitely a mid-market team. I think they're also top five among MLB teams in merchandising, not sure how much of that is shared though. never underestimate how much these rednecks love their fights hockey. St. Louis itself is a smaller market but as others have mentioned their footprint beyond St. Louis is huge. It just amazes me how the people in STL accept that they are a small market and think Albert should keep playing for half his market value to stay a Cardinal. Only a handful of my friends actually think the cardinals are being cheap.