Stadium-construction projects are costly and affect the community—positively and negatively. At urban universities, these impacts extend beyond campuses into the broader community. Thus, athletic-department communication about the value of stadium projects to a diverse group of stakeholders becomes important. Following stakeholder theory, the purpose of the study was to investigate social-media messages disseminated by an urban university engaged in a stadium-redevelopment project (Georgia State University [GSU]) and the public response. A content analysis of Facebook and Twitter posts by GSU (N = 39) and the public response (N = 359) yielded 8 themes: a focus on athletics, a focus on university, informing about urban community development impact, explaining capital project funding source, maintaining the stadium legacy, promoting public–private partnerships, and understanding effects on transit. Findings support previous literature that organizational communication reflects organizational priorities.