September 29: Atlanta’s National Women’s Soccer League (NWSL) expansion team has a name: Atlanta City FC. And their owners want to emphasize that they are not Atlanta United in a different shirt.
AMB Sports and Entertainment introduced the brand more than 10 months after acquiring the league’s 17th franchise for a record fee of $165 million. The club will start in 2028, together with a new team from Columbus.
Red is the primary color, linking the club with Atlanta United of the AMBSE and the Falcons of the National Football League (NFL). But “Atlanta Red” is a shade lighter than either. Georgia Peach, Platinum Metallic and Black Char fill out the palette.
The round shield is built around a phoenix, the symbol Atlanta adopted in 1887 to mark its rebuilding after the Civil War. An “A” is worked into the bird. A dogwood flower surrounds it and the roots anchor it. A checkered pattern on loan from Atlanta United takes a quiet nod to the sister club.
“We wanted to make sure this club was independent,” said business manager Deandra Duggans. “We are not treating the club as a little sister team to Atlanta United.”
Portland agency Boom Pow Bang handled brand research and development, with AMBSE’s own creative team producing the name, crest and identity. Civic and business leaders, sports executives, fans and Mayor Andre Dickens were consulted. Fans gave feedback on the themes, but never saw a logo.
Merchandise was part of the thinking from day one. A launch collection, partly made by Toronto’s women-owned Peace Collective, will go on sale at a branded event on October 4.
Aflac has signed on as the title sponsor of what the club calls the richest deal in women’s soccer, with a $100 million training facility in Marietta planned.
Ticket deposits become Season Memberships in Spring 2027. More sponsors are on the way.
