Atlanta Set to Join NWSL: Expansion Talks Advance

According to a report from The Athletic, AMB Sports and Entertainment has been actively engaged in discussions regarding expansion into the National Women’s Soccer League (NWSL) for nearly a decade. Industry experts have characterized Atlanta as a market where expansion is a matter of “when,” not “if,” particularly following Arthur Blank’s commitment to the women’s professional league. The proposed expansion fee marks a notable increase from the $110 million that Denver Summit FC paid less than a year ago, underscoring the rapidly appreciating value of women’s soccer franchises in the United States.

A representative from AMB Sports and Entertainment stated, “We have had productive engagement with the NWSL and other stakeholders regarding the possibility of establishing an expansion franchise in Atlanta.” They emphasized that there are no official announcements at this time as discussions are ongoing.

NWSL Commissioner Jessica Berman confirmed in September that the league is transitioning from a formal bidding process to a more flexible rolling expansion model, which will facilitate the addition of new markets. “These conversations are ongoing,” Berman noted. “Each prospective team has unique needs regarding their launch timelines and necessary investments for success, including potential infrastructure development. We aim to ensure that we find the right fit for expansion.”

Berman has consistently expressed confidence that the NWSL could grow to match the NFL’s structure of 32 teams. “Our board believes that we can achieve the same size as the NFL; there are no barriers to this goal except access to top talent,” Berman told Yahoo Sports. “Given the size of our country and the talent pool available, we certainly do not face a supply issue.”

Atlanta has a rich history with women’s professional soccer, having previously hosted the Atlanta Beat in both the Women’s United Soccer Association (WUSA) from 2001 to 2003 and the Women’s Professional Soccer (WPS) league from 2010 to 2011. The WPS team even constructed a soccer-specific stadium in Kennesaw, Georgia, in collaboration with Kennesaw State University, although that team, along with the league, ceased operations in 2012.

The proposed launch of Atlanta’s NWSL team in 2028 strategically aligns with the expiration of the league’s current media rights agreements, which are anticipated to be renegotiated at a significantly higher value. Furthermore, the new franchise is expected to benefit from the projected surge in soccer interest following the 2026 FIFA World Cup in North America and the 2027 Women’s World Cup in Brazil.