The National Women’s Soccer League (NWSL) officially awarded its 17th franchise to Atlanta on Nov. 11, cementing the city’s reputation as a rising powerhouse in U.S. soccer. Home Depot co-founder Arthur Blank will own the team, which will begin play in 2028.
Blank is no stranger to the Atlanta sports scene. He already owns the NFL’s Atlanta Falcons and MLS’s Atlanta United FC, and plans to invest heavily in this new project. AMB Sports and Entertainment (AMBSE), Blank’s sports ownership group, paid a $165 million expansion fee, a league record and a substantial jump from previous fees.
The NWSL is fully behind the new expansion.
“Atlanta is a city that embodies the energy, diversity and ambition that define the next chapter of the NWSL,” NWSL Commissioner Jessica Berman said in a statement. “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.”
Additionally, AMBSE committed to developing a first-class training facility dedicated exclusively to the women’s team, through another $165 million investment to hit the ground running.
The team will play its games at the Mercedes-Benz Stadium. The venue, which the Falcons and Atlanta United already share, will be reconfigured to hold 28,000 fans for NWSL games — smaller than its existing capacity of over 70,000.
AMBSE is already searching to hire a leadership team and build the club’s brand identity. Given the ongoing bird theme for some of Atlanta’s professional sports, like the NFL’s Falcons and the NBA’s Hawks, it is not a stretch to imagine an NWSL mascot along those lines. The final name and branding, however, will be developed through consultation with fans in Georgia.
Atlanta follows recent additions to the NWSL in Denver and Boston, whose teams begin to play this upcoming season. The NWSL has hinted that more expansion could follow Atlanta, with the commissioner emphasizing a “rolling” expansion model, meaning the league may admit future teams as markets and ownership groups prove themselves ready. This expansion is more than just a sports franchise: It represents a significant investment in women’s soccer in both Atlanta and the broader United States. AMBSE and Blank’s commitment to infrastructure, such as building a new locker room in Mercedes-Benz Stadium and focusing on athlete development, shows that they are serious about building a sustainable, top-tier NWSL club.
From an economic standpoint, the new team could generate significant local benefits. The new NWSL team will have a new training facility, new staff and hold frequent matches at Mercedes-Benz, creating jobs and community involvement. Moreover, as Atlanta continues to be a central hub for soccer, with the Arthur M. Blank U.S. Soccer National Training Center based there, this NWSL franchise strengthens the city’s growing soccer identity.
In a press release, Atlanta Mayor Andre Dickens celebrated Blank’s leadership for making Atlanta into a soccer hotbed, boasted about Atlanta United’s record fan attendance and highlighted the city’s role in the upcoming 2026 FIFA World Cup matches.
As the team builds toward the 2028 launch, fans, players and stakeholders will be watching closely: What will the team be named? Who will coach? Which star players might be drawn to a fresh, high-investment franchise?
For Atlanta, and for women’s soccer, the future just got a little brighter.
