Atlanta’s NWSL franchise revealed as Atlanta City Football Club

# What happened Arthur M. Blank Sports and Entertainment (AMBSE) announced on September 28 that Atlanta's National Women's Soccer League expansion club will be called Atlanta City Football Club. The team is scheduled to begin play in March 2028 and will host matches at Mercedes‑Benz Stadium as the league's 17th franchise.

# Visual identity and colors The club unveiled a crest centered on a phoenix rising. The phoenix's chest forms a stylized "A," and the badge sits on a white backdrop shaped like a dogwood blossom. Designers added a chevron texture in the background that nods to the pattern familiar to Atlanta United supporters.

Colors released with the crest are an Atlanta red (noted as lighter than the reds used by Atlanta United and the Falcons) and a Georgia peach, plus Black Char and Platinum Metallic. The metallic tone was described as representing the city's luster and resistance to tarnish. Kit designs showing how those colors will appear on jerseys have not been released.

# How the identity was created

Tucker James Brooks, AMBSE creative director, described the intent behind the design as creating a literal connection of wearing the city on your chest and hoped small details, like the hidden A, would become points of pride for supporters.

# Context and ownership The franchise is operated by AMB Sports and Entertainment, the organization that owns other Atlanta professional teams. Reporting tied to the launch notes that AMBSE owner Arthur M. Blank paid a reported record expansion fee for the NWSL franchise.

# What's next The club will finalize and release official kits and merchandise at a later date. The organization has indicated the supporters' input played a central role in the branding process, so future unveilings may reference fan feedback and additional design elements. The team's on‑field roster, coaching staff, season schedule, and ticket information have yet to be publicly announced.

# Why it matters locally Atlanta City FC adds a top‑tier professional women's soccer franchise to the city's pro sports landscape and will use a major venue—Mercedes‑Benz Stadium—for home matches. The branding choices tie the new club visually to local symbols and existing sports identity through color and texture, while aiming to present a standalone name rather than a mascot‑style label used by some other NWSL clubs.