Downtown's stadium district has a new tenant on the calendar. Arthur M. Blank Sports and Entertainment (AMBSE) announced on September 28 that Georgia's National Women's Soccer League franchise will be called Atlanta City Football Club. The club debuts in March 2028 as the NWSL's 17th team, and it will play its home games at Mercedes-Benz Stadium.
A phoenix with an A on its chest
The name arrived alongside a crest and color palette. The outer border is an Atlanta red, a shade lighter than the reds fans already know from Atlanta United and the Falcons. Inside sits a phoenix rendered in a peach gradient, and its chest is shaped like the letter A. Behind the bird is a white backdrop shaped like a dogwood bloom, textured with a chevron pattern that nods to Atlanta United's familiar look. Black char and platinum metallic details round it out, meant to represent the city's cultural luster and resistance to tarnish. The kits have not been revealed yet, so how those colors land on a jersey is still a mystery.
According to Atlanta Magazine, AMBSE spent several months asking fans and well-known Atlantans, including Mayor Andre Dickens, photographer Cam Kirk and Butter.ATL CEO Brandon Butler, what they wanted to see behind the name and crest. The phoenix, the dogwood and fire kept coming up, and all three worked their way into the final design. AMBSE creative director Tucker James Brooks told the magazine the hope was for supporters to have a literal connection of wearing the city on their chests, with details like the hidden A for fans to latch onto.
No mascot, on purpose
Plenty of NWSL clubs go with a mascot-style name, such as the Chicago Stars, Washington Spirit or North Carolina Courage. Atlanta took a different route. Deandra Duggans, vice president and chief business officer of Atlanta City FC, said the club wanted a more soccer-forward name, and that skipping a mascot gave it room to use more Atlanta imagery in the crest. Dogwood City and Atlanta Phoenix or Flames were among the alternatives that were considered. The official nickname, ATL CTY, already shows up on merchandise.
Gear is available in two lines: Nike handles everyday fan apparel, and Peace Collective offers a premium option with windbreakers, jackets and sweaters. AMBSE leadership also says the women's club will operate largely independent of Atlanta United on the business side, with Kacey Covino, AMBSE director of business operations, describing the aim as a look that is new, distinct and woman forward.
What it means for downtown
For the blocks around the stadium, a second professional soccer club means more match days on the calendar, starting in 2028. Fan interest is already there: Mauricio Culebro, president of soccer for Atlanta City and Atlanta United, said the club has received approximately 5,000 founding-member deposits so far, roughly two years before the first match.
Before then, the club is hosting a free launch party on October 4 from noon to 4 p.m. at the Southern Exchange Ballrooms, and it plans to appear at other local events this fall, including a float in Midtown for the Pride Parade on October 11. We'll keep an eye on kit reveals, roster news and the 2028 schedule as they come out.
Source: Atlanta Magazine, September 28, 2026.
