Photo courtesy of Atlanta City FC
Atlanta City FC is preparing to enter the National Women’s Soccer League (NWSL) as its 17th franchise, set to launch in 2028. The announcement includes the team’s name, crest, and color scheme, showcasing a significant commitment from AMB Sports and Entertainment, whose owner, Arthur M. Blank, reportedly paid a record $165 million expansion fee.
Brand Development Process
The creation of Atlanta City FC’s brand was a collaborative effort, as explained by Chief Business Officer Deandra Duggans during an episode of “NWSL This Week” hosted by Dan Lauletta. Duggans noted that the branding process involved extensive iterations of the team crest, drawing input from fans, local sports executives, and even the city’s mayor, Andre Dickens. This participative approach reflects a desire to build a strong local connection through the club’s identity.
Crest Symbolism
The final crest features a phoenix, symbolizing resilience, encircled by a four-petaled dogwood flower, representing unity. The design also incorporates roots, signifying a deep connection to Atlanta’s history and culture.
Color Palette
Atlanta City FC’s color scheme prominently includes red, reminiscent of the city’s sunset hues. In addition to red, other colors such as Georgia peach, platinum metallic, and black charcoal help differentiate the franchise from other AMB-owned teams, including MLS’s Atlanta United and the NFL’s Atlanta Falcons. According to Duggans, the team aimed for a distinctive look that stands apart yet remains recognizable within the rich tapestry of Atlanta’s sports scene.
Collaboration and Community Engagement
Despite the parallels with existing franchises, there’s acknowledgment of the importance of maintaining a unique identity. The club’s abbreviation will be ATLCTY, addressing concerns regarding its similarity to Angel City FC (ACFC). Duggans expressed hope for future community collaborations with Atlanta United as they continue to shape their identity and engage with fans.
Future Plans and Merchandise
As preparations move forward, Atlanta City FC is focused on recruiting personnel, securing players, and launching their inaugural kits. The franchise also plans to invest over $20 million in constructing new training facilities.
A branding event is scheduled where fans will be able to purchase apparel designed in partnership with Canadian brand Peace Collective. This merchandise line, distinct from a collection by Nike, includes attire suitable for casual wear, emphasizing designs that appeal particularly to women’s sports fans. Duggans highlighted the versatility of these clothing items, designed for various settings from the office to school.
A Legacy in Women’s Soccer
Atlanta City FC is entering a city with a history steeped in women’s soccer; it follows the previous operations of the Atlanta Beat in both the Women’s United Soccer Association and Women’s Professional Soccer. The addition of Atlanta marks another chapter in the NWSL’s expansion, which has seen substantial growth since its inception in 2013.
Expectations for the Future
With the anticipation surrounding the franchise’s formation, Duggans articulated strong expectations: “We want to make sure that we are pushing the league forward, joining a great group of teams already and really trying to elevate women’s soccer in America. That’s our goal.” This mission aligns with the league’s overall growth and the ongoing efforts to enhance the visibility and viability of women’s soccer across the country.