Photo by Heather Sautter, courtesy of NWSL
On September 28, Arthur M. Blank Sports and Entertainment (AMBSE) publicly announced that Atlanta City Football Club will be the official name for Georgia’s National Women’s Soccer League (NWSL) franchise. The new team will debut in March 2028 and play its games at Mercedes-Benz Stadium as the NWSL’s 17th team.
Photo by Heather Sautter, courtesy of NWSL
Along with the name, the club also rolled out its crest and colors. The border of the crest is an Atlanta red (although lighter than the reds of Atlanta United FC or the Falcons) around a gradient peach phoenix with its chest in the shape of an A. The white backdrop is dogwood-shaped with a chevron texture that nods to Atlanta United’s familiar pattern. Detailing around the crest includes colors of black char and platinum metallic, meant to represent the city’s cultural luster and resistance to tarnish. The team’s kits, and how the colors will display on the jerseys, have yet to be released.
“Our hope was to have a literal connection of wearing the city on your chest,” says AMBSE Creative Director Tucker James Brooks. “I think some of those details like the hidden ‘A’ are things we hope people latch onto and are proud of.”
AMBSE spent several months surveying both fans and key figures in the city—such as Mayor Andre Dickens, hip-hop photographer Cam Kirk, and CEO of Butter.ATL Brandon Butler, among others—on what they wanted to see behind the team name and crest. Symbols such as the phoenix, dogwood, and fire were common responses that eventually worked their way into the design.
The team name breaks from the standard of featuring a mascot as do many other NWSL franchises, such as the Chicago Stars, Washington Spirit, and North Carolina Courage. “We wanted to have a more soccer-forward name,” says Deandra Duggans, vice president and chief business officer of Atlanta City FC. She added that the naming decision allowed the club flexibility to use more Atlanta imagery in its crest. (Alternative names, such as Dogwood City and Atlanta Phoenix or Flames, were also under consideration.)
With the announcement, Atlanta City launches two merchandise lines: Nike for typical fan gear, and Peace Collective as a premium option that includes windbreakers, jackets, and sweaters. The team’s official nickname—ATL CTY—is featured on several items. “With a team coming onto the market, we wanted to feel fresh and modern,” says Kiana Miree, AMBSE vice president of retail and merchandising. “You’ll see bold colors, bold placement, and bold symbols like the phoenix to meet the moment.”
Photo by Heather Sautter, courtesy of NWSL
Although under the same umbrella, AMBSE leadership says that Atlanta City FC will operate largely independent of Atlanta United in respect to business management. “We’ve done one million and one things with the look of Atlanta United, so we asked ourselves: How can we be different? How can we make this woman forward?” says Kacey Covino, AMBSE director of business operations. “I feel we landed with the look of something new and distinct.”
Now that the secret is out, the club will host fans for a free launch party on October 4 from 12 to 4 p.m. at the Southern Exchange Ballrooms, and also appear at other local events, such as on a float in Midtown for the Pride Parade October 11.
Although Atlantans will need to wait two years for the team’s debut, President of Soccer for Atlanta City and Atlanta United, Mauricio Culebro, says that Atlanta City has received more than 5,000 deposits for season tickets so far. “This [announcement] is a great moment for us and Atlanta,” he says. “We’re very excited to start the process.”
Photo by Heather Sautter, courtesy of NWSL
Courtesy of Mercedes-Benz Stadium
