Atlanta City FC unveils identity ahead of NWSL debut
Atlanta City FC’s brand launch gives the National Women’s Soccer League’s 2028 expansion club an identity it can build into ticket sales, merchandise and sponsorship activity before its first match.
Atlanta’s new National Women’s Soccer League club has unveiled its name, crest and colours as Atlanta City FC, beginning a two-year effort to establish a supporter base before its 2028 debut.Owner AMB Sports and Entertainment developed the identity after gathering feedback from local supporters, founding member deposit holders, staff and community leaders.Atlanta City FC chief business officer Deandra Duggans said: “Atlanta City FC reflects the energy, diversity and ambition that define this community.”The crest combines a phoenix, dogwood blossom and roots to reflect the city’s history and communities, while the colour scheme brings together Atlanta Red, Georgia Peach, Platinum Metallic and Black Char.Arthur M. Blank, who owns the club, said: “Our supporters are at the heart of everything we do, and their energy and belief will shape the soul of this club.”Blank also owns Major League Soccer’s Atlanta United and the National Football League’s Atlanta Falcons, with all three teams set to use Mercedes-Benz Stadium.Atlanta City FC plans to adapt the stadium for its matches with a curtain system focused on the lower seating bowl, while construction is underway on a training ground in Marietta.The identity launch gives the club a platform for its first merchandise sales and a fan event on October 4, ahead of season tickets going on sale in spring 2027.It also gives existing commercial partners a club brand to promote, including Aflac, which was announced as the team’s front-of-shirt sponsor in February.Atlanta City FC’s challenge now is to turn interest in a new women’s football team into a distinct supporter community within a city where its ownership group already operates two established major-league clubs.