Atlanta Joins the NWSL
In a significant development for women’s soccer in the United States, Atlanta has been confirmed as the newest city to join the National Women’s Soccer League (NWSL), becoming the league’s 17th franchise. This expansion team will be owned by AMB Sports and Entertainment, the same organization behind the NFL’s Atlanta Falcons and MLS’s Atlanta United FC, both of which currently play at the city’s Mercedes-Benz Stadium. The Atlanta NWSL team is slated to make its debut in 2028.
Ownership and Expansion Details
Arthur M. Blank, owner of AMB Sports and Entertainment, has engaged in discussions with NWSL stakeholders regarding the expansion. Although a representative from the organization has communicated that there is no formal announcement at this time, they have indicated that collaborative conversations continue. An NWSL spokesperson, however, has chosen not to comment on the matter.
According to a report by The Athletic, which first broke the news, the expansion fee for the Atlanta franchise will be a noteworthy $165 million, reflecting an increase from the $110 million paid by Denver Summit FC less than a year ago. NWSL Commissioner Jessica Berman has previously reaffirmed the league’s transition to rolling expansions rather than using formal bids, ensuring that potential teams are adequately prepared and resourced for successful launches.
Historical Context and Market Potential
The upcoming year will see an expansion to 16 teams in the NWSL with the addition of Boston Legacy FC and Denver Summit FC. Berman has acknowledged the practical limits to growth, stating that while expansion is encouraged, the NWSL’s scale will not reach the 32-team size of the NFL due to various operational and market factors.
Atlanta has a historical connection to women’s professional soccer, hosting the Atlanta Beat in both the WUSA during 2001-2003 and the Women’s Professional Soccer (WPS) league in 2010-2011. The WPS Beat garnered community support, partnering with Kennesaw State University to create a dedicated stadium in Kennesaw, Georgia.
In terms of its market potential, Atlanta ranks as the seventh largest television media market according to Nielsen, providing a substantial platform for the growth of women’s soccer. The success of Atlanta United since its inception in 2017 further underscores this potential, with the team achieving championship status and leading the league in attendance every season (with the exception of the pandemic-impacted year in 2020), averaging over 40,000 fans per match.
Future Developments
Additionally, Atlanta is poised to become the new headquarters for U.S. Soccer in the coming year, largely thanks to a generous $50 million donation from Blank towards that initiative.
