The move shows Atlanta is “the epicenter of soccer,” says Owner Arthur Blank
The National Women's Soccer League has given its 17th Franchise to Atlanta, with the financial support of Home Depot co-founder Arthur M. Blank. The as-yet unnamed team will bring the professional women's game back to the city for the first time since the Atlanta Beat folded in 2012.
On Tuesday night, National Women's Soccer League (NWSL) Commissioner Jessica Berman announced at a press conference that the growing league's latest expansion franchise had been awarded to the City of Atlanta. The Athletic's Asli Pelit first reported that Atlanta United owner Arthur Blank was paying a league record record fee of $165 million for the opportunity. In a statement with AMB Sports Entertainment, the holding company for Blank's sporting ventures that include Atlanta United and the Atlanta Falcons, Berman praised the development.
"Atlanta is a city that embodies the energy, diversity, and ambition that define the next chapter of the NWSL,” Berman said. “From its passionate fan base to its deep sports culture, Atlanta has all the ingredients to become one of the league’s most dynamic markets."
Standing next to her were Blank, Atlanta Mayor Andre Dickens, and President of US Soccer Cindy Parlow Cone.
Blank's remarks underscored both his and the city's commitment to growing the sport.
"If there was any doubt before, I believe we can now say that Atlanta is the epicenter of soccer in this country," he said from the stage. “Our clear goal is to compete for championships beginning in 2028 and serve as a source of pride for fans in Atlanta, Georgia and the league for decades to come. Our city and state have a deep passion for the game of soccer, and I know our fans will embrace this club as they have Atlanta United.”
The team is scheduled to begin play in 2028, following the construction of dedicated training facilities and locker rooms at Mercedes-Benz Stadium, which will reduce capacity to 28,000, according to the team’s statement. The Atlanta Journal-Constitution reported that Blank's total investment for the organization would top $350 million. This comes after he also pledged $50 million to build the US Soccer Federation's new headquarters in Fayetteville, south of Atlanta.
US Soccer President Cindy Parlow Cone's presence was especially significant because she was a founding member of the last professional women's franchise here –The Atlanta Beat. Her remarks were brief and in line with Blank's.
"One thing I wasn't able to do with The Beat was to win a championship, so I'm counting on you to bring it home," she said to him as she closed the announcement ceremony.
The League's playoffs continue this month, ending in the finals on November 22nd.
The team's name and colors have not yet been announced, but if the rest of the league is any indication, they are sure to draw interest. Nielsen’s Big Data + Panel recently announced that the NWSL's average number of viewers for the 2025 regular season were 61 percent higher than the previous year, while Spanish-language broadcasts grew by 109 percent.
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