In 2028, Atlanta will be home to a yet-to-be-named National Women’s Soccer League team, announced Nov. 12. The announcement comes at a time when soccer is building momentum in Atlanta and across the U.S.  

If history tells us anything, it’s the right place at the right time.  

“This team steps into a void,” said Declan Abernethy, lecturer in Georgia Tech’s School of History and Sociology. “It’s nice to see women’s soccer be valued as a commercial spectacle and exciting for fans in Atlanta.” 

Atlanta holds a place in women’s soccer history as host of the 1996 Summer Olympics, where the U.S. Women’s National Team won its first gold medal — the introduction to women’s soccer for many Americans. 

Since then, the soccer ecosystem has expanded exponentially, in Atlanta and beyond. Atlanta United began playing in 2017, winning the MLS Cup in its second year as a franchise.  

The Business of Soccer 

Arthur Blank, who owns Atlanta United and the Atlanta Falcons and purchased the rights for the new women’s team, paid $165 million for this expansion team. Just two years ago, that cost was nearly a third. The total investment will ultimately be more than $330 million. But as Abernethy points out, the purchase price and timing show that this is a serious endeavor. 

“It shows Blank is a smart business owner — he’s willing to invest in doing things the right way,” said Abernethy, who has studied and published about both Atlanta United and the U.S. Women’s National Team. “In five years, this team could be a leader in how it is run and how it spends money. We have such a strong legacy of professional women’s soccer in Atlanta and so much youth talent, it could get very competitive.”  

Why Atlanta Is Ready 

It’s not the first time a women’s soccer team has made its home in Atlanta. The Atlanta Beat played at Georgia Tech’s Bobby Dodd Stadium in the early 2000s, and the Atlanta Silverbacks Women followed.  

Since those attempts, Atlanta has welcomed a professional men’s team in Atlanta United, along with its ATL UTD 2 reserve team and extensive youth development programs. A $50 million contribution from Arthur Blank is helping build a new home for U.S. Soccer south of the city in Fayetteville with the Arthur M. Blank U.S. Soccer National Training Center. 

“It’s hitting at this opportune time with the U.S. training facility, sparks of excitement for the men’s national team, a strong run by the women’s national team with players from Atlanta, and six World Cup games being hosted in Atlanta next year. It could have a nice impact on the soccer ecosystem here,” said Kirk Bowman, Regents’ Entrepreneur and professor in the Sam Nunn School of International Affairs in the Ivan Allen College of Liberal Arts.  

Bowman also points to the culture that has grown from Atlanta United and the infrastructure that supports it. Team flags adorn houses, the BeltLine and MARTA connect in-town fans to a downtown stadium that is surrounded by new development at the Gulch — not to mention a growing pool of legacy soccer players around the metro area, and the surrounding perennial success of ACC women’s soccer teams.  

“You’ve now had cohort after cohort of female soccer players of all ages, and families with mothers and daughters who have played soccer and are eager to go to games,” he said. “If they brand it correctly, there’s a lot of enthusiasm and a built-in audience that loves the game.” The WNBA also had record-high viewership last year, with its most-watched game garnering nearly 3 million viewers, demonstrating the increasing popularity of women's professional sports.

The team also enters an open market for fans, without another professional women’s team nearby. Abernethy notes that it takes time to build economic success and fandom, and with more than 50 years of women’s soccer now played, it may have finally hit its stride.