Atlanta City FC Debuts
Atlanta's new NWSL franchise unveils Atlanta City FC branding ahead of 2028 debut
Anonymous
Atlanta’s new National Women’s Soccer League franchise, the league’s 17th team, has been named Atlanta City FC, with its crest and color palette unveiled ahead of its planned 2028 debut. Owned by Arthur Blank’s AMB Sports and Entertainment, the club will play home matches at Mercedes-Benz Stadium and is developing a $100 million training complex on 33 acres in Marietta. Its crest features a phoenix with a hidden “A,” dogwood imagery and roots, drawing on Atlanta’s resilience and history. The colors are Atlanta Red, Georgia Peach, Platinum Metallic and Black Char. Team officials say the branding was shaped by consultation with fans and community leaders and is intended to reflect the city while giving the club a distinct identity.
Key Points
1
The franchise will begin play in March 2028 alongside a new Columbus NWSL franchise; Atlanta’s $165 million expansion fee was a league record when the team was awarded.
2
The Marietta training complex is planned to include a 38,000-square-foot facility, four full soccer fields and two half-pitches; the land was valued by Marietta officials at $21 million.
3
Club leaders emphasized that Atlanta City FC should have an identity of its own, rather than be treated as a junior counterpart to Atlanta United. Its visual identity will use a chevron pattern that subtly connects the teams.
4
The branding process took about six months and sought input on what the club should mean to Atlanta; community engagement emerged as a prominent theme. The consultation included civic and business leaders, sports executives and soccer and women’s sports fans.
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The club chose a soccer-forward name instead of a mascot-style name, with officials saying that choice left room for Atlanta imagery in the crest. The team’s kits and how the colors will appear on its jerseys have not yet been announced.
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