Atlanta Welcomes NWSL’s 17th Franchise
On Tuesday, the National Women’s Soccer League (NWSL) announced that Atlanta will be home to its 17th franchise, set to commence play in 2028. The team will be owned by AMB Sports and Entertainment, an organization under the leadership of Arthur Blank, who is also known for his roles in the NFL with the Atlanta Falcons and in Major League Soccer with Atlanta United FC. Both teams share the Mercedes-Benz Stadium as their venue.
Excitement from League Officials
The NWSL’s Commissioner, Jessica Berman, conveyed her excitement about the franchise’s arrival in Atlanta, emphasizing that the city reflects the vibrant energy and diversity that align with the league’s future goals.
“Atlanta boasts a passionate fan base and a rich sports culture, which makes it an ideal location to cultivate a dynamic market for women’s soccer,”
she stated. Berman also expressed enthusiasm for collaborating with Blank and his team, whose commitment to community impact matches the league’s vision.
Arthur Blank’s Commitment
Arthur Blank expressed his enthusiasm as well, stating,
“We are thrilled to introduce an NWSL team to Atlanta and serve the dedicated soccer enthusiasts throughout Georgia.”
He revealed plans to work closely with the league and fellow owners to enhance the caliber of women’s soccer nationwide, promising the establishment of a “first-class training ground” along with a strong leadership team to oversee the club’s operations.
Future Growth and Expansion
As the league approaches the introduction of its 15th and 16th teams— Boston Legacy FC and another franchise in Denver—2026 promises to bring new growth opportunities. Berman has frequently remarked on her vision for the NWSL’s expansion potential, hinting that it could eventually rival the NFL, which boasts 32 teams.
Atlanta’s Rich Soccer History
Atlanta has an established history with women’s professional soccer; the Atlanta Beat played in both the WUSA from 2001 to 2003 and the WPS in 2010 and 2011. During its time in the latter league, the Beat collaborated with Kennesaw State University to build a dedicated stadium in Kennesaw, Georgia.
Market Potential and Community Impact
According to Nielsen ratings, Atlanta ranks as the seventh-largest television media market in the country, which may bode well for the franchise’s visibility and support. Atlanta United has enjoyed substantial success since its inception in 2017, securing a championship within its first two years and leading MLS in attendance every season aside from the pandemic in 2020, averaging over 40,000 attendees per game.
Investment in Soccer Infrastructure
In addition to enhancing local soccer, Blank has committed $50 million to establish a new headquarters for U.S. Soccer in Atlanta starting next year. Furthermore, the Mercedes-Benz Stadium will host several events, including a semifinal match, during the 2026 FIFA Men’s World Cup.
