Atlanta NWSL Expansion Team Set for 2028 in $165M Deal

Atlanta NWSL Expansion Team Joins Arthur Blank’s Sports Empire

Atlanta NWSL expansion team headlines a new era for women’s soccer in the United States, as Atlanta Falcons and United owner Arthur Blank secures the National Women’s Soccer League’s (NWSL) 17th franchise. AMB Sports and Entertainment, Blank’s sports conglomerate, reportedly won the expansion rights with a record-setting $165 million deal, according to The Athletic. This landmark agreement is set to bring professional women’s soccer back to Atlanta, with the new team scheduled to debut at Mercedes-Benz Stadium in 2028.

Historic Investment Signals NWSL’s Rapid Growth

The $165 million expansion fee represents a significant leap from the $110 million paid by Denver Summit FC less than a year ago. This sharp increase signals the surging value and popularity of women’s soccer franchises across the United States. For nearly a decade, AMB Sports and Entertainment has been involved in discussions about joining the NWSL, and industry insiders have long viewed Atlanta as a prime market for women’s soccer expansion.

A spokesperson for AMB Sports and Entertainment acknowledged these ongoing conversations, stating: “We have had productive engagement with NWSL and others in its stakeholder group on the possibility of bringing an expansion franchise to Atlanta. We have nothing to announce currently as those conversations are ongoing.”

New Rolling Expansion Model for the NWSL

NWSL Commissioner Jessica Berman confirmed in September that the league would transition to a rolling expansion model, departing from the previous formal bidding process. This new system allows the NWSL to be more flexible in admitting new markets. Berman remarked, “Each of them has a different perspective on how much time they need to launch, the investments they need to make to be successful, including potentially around infrastructure, and we want to not force a square peg into a round hole.”

Berman has also suggested that, with access to top talent, the NWSL could one day grow to rival the NFL’s 32-team structure. “Our board believes that we can be the size of the NFL; there is nothing that stands in the way of us doing that, other than having access to top talent,” Berman told Yahoo Sports.

Atlanta’s Rich Women’s Soccer History

Atlanta’s connection to women’s professional soccer runs deep. The city previously hosted the Atlanta Beat in both the Women’s United Soccer Association (WUSA) from 2001 to 2003 and Women’s Professional Soccer (WPS) from 2010 to 2011. The latter incarnation of the Beat played at a soccer-specific stadium in Kennesaw but folded along with the league in 2012. The return of top-tier women’s soccer represents a revival for the city’s passionate fanbase.

Strategic Timing with 2028 Media Rights and World Cup Momentum

The Atlanta NWSL expansion team’s 2028 launch is strategically aligned with the expiration of the league’s current media rights agreements. These deals are expected to be renegotiated with a substantial increase in value, reflecting the sport’s ascending profile. Moreover, the new team will benefit from elevated national and international interest in soccer, spurred by the 2026 FIFA World Cup held across North America and the 2027 Women’s World Cup in Brazil.

What the Expansion Means for U.S. Women’s Soccer

This historic move not only expands Arthur Blank’s sports empire but sets a new standard for investment in U.S. women’s soccer. The high-profile entry of Atlanta—backed by experienced sports management and world-class facilities—signals the NWSL’s growing status and business potential. It also highlights a broader movement in American sports, where women’s leagues are attracting unprecedented financial commitments and fan support.

Opinion: Atlanta’s NWSL Team Will Elevate the League

In my view, Atlanta’s return to women’s professional soccer couldn’t come at a better time. The city boasts a vibrant sports culture and an engaged fanbase that will undoubtedly support the new NWSL team. Arthur Blank’s proven track record in building successful franchises suggests this expansion will not only thrive but could set a benchmark for other markets. The investment affirms the surging value of women’s soccer and should inspire further growth and innovation throughout the league. For ongoing updates and more news, visit for more news.