How Atlanta Unexpectedly Became the Epicenter of U.S. Soccer

Atlanta’s rise as a soccer powerhouse began with skepticism. In 2015, Major League Soccer (MLS) considered expanding to Atlanta, but executives like Nelson Rodríguez initially dismissed the idea due to the city’s struggles with pro sports, including the NHL’s Thrashers relocating to Winnipeg and the Braves leaving downtown. Sarah Kate Noftsinger, then pursuing a marketing job with the planned Atlanta United, faced doubts from her mentor, who called it ‘career suicide.’ Despite the criticism, Noftsinger took the job and witnessed Atlanta’s soccer culture firsthand. Before Atlanta United’s 2017 launch, the city’s professional soccer scene consisted of lower-tier teams like the Atlanta Silverbacks and short-lived women’s teams, including the Atlanta Beat, which U.S. Soccer president Cindy Parlow Cone played for in the early 2000s. Parlow Cone recalled the community’s support during the Beat’s time, contrasting with the struggles of other pro teams. Atlanta United’s debut in 2017 marked a turning point. Over 55,000 fans attended the first match at Georgia Tech’s Bobby Dodd Stadium, enduring long weather delays to show their passion. The team’s success, combined with investments like the Arthur M. Blank U.S. Soccer National Training Center (opened in May 2024) and hosting FIFA World Cup matches this summer, has cemented Atlanta’s soccer dominance. The city’s growth isn’t stopping there—it will add an NWSL team in 2028, further expanding its role in U.S. soccer. Noftsinger, now the club’s chief business officer, reflects on the city’s transformation. From being labeled a ‘cursed’ sports market to becoming MLS’s most passionate fan base, Atlanta’s soccer journey defied early expectations. The city’s infrastructure, fan dedication, and upcoming events position it as the unlikely epicenter of American soccer.