It’s no secret that Atlanta United boasts one of the most passionate and supportive fanbases in the United States. In just ten years, Atlanta has transformed from a city skeptics doubted could support a Division 1 soccer team to the undeniable soccer capital of the United States. Welcome to the party, Jim Curtin.
Yes…the current run of form has been difficult, to say the least, but this rough patch will pass. Mercedes-Benz Stadium may experience some ebbs and flows based on results, but the heart and soul of the supporters is still as strong as ever. And among the many die-hard supporters who’ll be there sharing the celebrations and pain are those who have embraced Atlanta’s robust Season Ticket Member program.
Atlanta’s fan base is diverse and vibrant—a testament to the community-first ethos championed by Arthur Blank. From casual fans to families and dedicated Supporter’s Group members, everyone has a place at the table. Season ticket members, who form the backbone of this dedicated fanbase, show up week in and week out, through thick and thin. But what about away days? What about those hallmark journeys into enemy territory that are such a quintessential part of soccer culture worldwide?
Atlanta season ticket members have a travel edge over most other MLS teams thanks to one key, complimentary benefit: the Away Match Ticket Program. This, along with a full suite of other advantages, makes the Season Ticket package a cornerstone of building the community aspect of the fanbase, regardless of the team’s current form.
Scarves and Spikes recently sat down with Atlanta United Chief Business Officer Skate Noftsinger to explore what makes the Five Stripes’ Season Ticket package so special.
“We’re built on ‘listen and respond’,” Skate explained about the entire Season Ticket Member package and process. Over the years, many benefits have been created simply by listening to feedback from the Season Ticket Members. The club strives to work closely with fans and Supporter’s Groups to make away matches as enjoyable and community-focused as possible. This has culminated in the occasional organized tailgate, bus travel support, and opportunities where sponsors provide car flags, and while none of those are always set benefits, they’re great examples of the club working together hand-in-hand with the fans.
The primary benefit is, of course, receiving those complimentary tickets, matching the number of seats a person has on their account, for away matches. The club continuously keeps their ear to the ground to improve the overall STH package, and the aim is always to enhance the fan experience and ensure that every away match feels like a home game in terms of community spirit and support.
This particular weekend, more than 1,200 of those STH fans are packing their bags and heading to Nashville – that proud Mecca where country music stars throw chairs off balconies and bachelorette parties ride on sideways bicycles – thanks to this absolute banger of a innovative program. It’s literally complimentary and who needs an excuse to travel, so why not take advantage? And while the on-field results might be as unpredictable as a Waffle House at 2 A.M., the away days are as much about community/relationship building as anything.
In an informal poll of season ticket members and Scarves and Spikes listeners, a vast majority reported that the actual away ticket experience was simple, and that having Five Stripes fans in their own section added to the overall vibe of the trip as a whole. While many of the responses indicated the obvious – that Charlotte, Nashville, and Orlando were all prime opportunities every year – a significant amount also mentioned using the perk this year to travel to further venues like St. Louis, Cincinnati, and Columbus. One person even noted they’re traveling to eight or nine away games in 2024 using the perk, even making the trek out to Los Angeles for the match against the Galaxy.
“Last season I went to 4 away matches, Nashville, Charlotte, Orlando, and Cincinnati. This was the first time I’ve been to an away game for any sport so I was excited about these games. I enjoyed repping the A in “enemy territory”, I enjoyed identifying all the ways that the Benz is superior to the other stadiums, I enjoyed walking around pre-game and seeing how the other fans get hyped for the game. I didn’t have any negative interactions with the home team fans and more often than not they were all welcoming. As a fan I felt a tremendous amount of pride going to away games and witnessing first hand how much better Atlanta is as a soccer city than the rest.”
– Current STH Member
Among those polled, the STH team store discount, complimentary MLS Season Pass subscription, and Ticket Exchange program emerged as particularly beloved perks. Skate also highlighted that Ticket Exchange program, another recent addition born from the club’s commitment to listening and responding to fan feedback. This program allows STHs to trade in home match tickets they can’t attend for more tickets to other home matches. Additionally, a new feature introduced in 2024 allows STH’s with Club seating to “sell” their seats back for credit towards their package in 2025 if they can’t attend matches. Furthermore, all STH’s enjoy presale access to all international matches played at the Benz in 2024.
“The most important thing is what this club was built on initially,” Skate explained, specifically mentioning the Atlanta United ownership pillars of placing people first, giving back to others, and leading by example. “When you look at the core values of the club and of Arthur Blank…the club is still working on that today. Every decision, whether it’s around tickets or memberships or fan experience in general, it all has to do with that fan-first mentality. The thing I want people to take away is that every decision we make is about people, it’s not about money. Experiences are what change lives.”
She would know firsthand, considering she’s now in her second tenure with Atlanta United after returning to much fanfare back in October. And true to her words, many of the folks who reached out about this article specifically pointed to the family and friend aspect of the away day experience. Ultimately, that’s what the beautiful game is all about, anyway.
That community ethos Skate spoke of, coupled with the desire to always be innovative, has led Atlanta United to carry one of the most comprehensive season ticket packages in Major League Soccer.
“Only a handful of MLS clubs offer that away ticket program,” Noftsinger mentioned. “We’re really fortunate to be able to offer that, and it’s a symbol of strength of soccer not only in Atlanta but also of the growth in North America.”
Her statement is exemplified by the fact that those 1200 fans will soon be taking advantage and heading four hours north to see the club take on Nashville, a number which legitimately skirts the lower boundaries of some strong away attendance in various European leagues (or well above, if we’re talking Spain). Taking into consideration the well-documented travel distances in the U.S. compared to Europe, it’s an impressive feat. As the club continues to refine the STH benefits and communicate those out to fans, one can only hope those numbers continue to rise year after year. And while the community aspect of having fans connect in venues outside of Mercedes-Benz Stadium is huge, Skate also described just what it means from a player perspective.
“When you’re on the pitch as a player in an away match environment, there’s obviously a massive home-field advantage, so when you look up in the stands and see a whole crew of your supporters, it really is powerful and helpful to hear them.”
And even if you travel and things just don’t go Atlanta’s way and all hope is lost, you can always hold out belief that you’ll get to witness Raquinho the Raccoon. After all, not every MLS team gets to party with a roof over their head.
Be sure to let us know what you think of Atlanta United’s Season Ticket Package down in the comments below, and what you’d enjoy seeing added to the package going forward!
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im a legacy sth…from the first game at bobby dodd (which still goes down for me as one of the best sporting events i’ve ever attended…and that includes nfl playoffs, ncca sweet 16, copa america semi-finals….AND 2018 mls championship!!). i am also part of a group that feels increasing taken for granted by the fo since 2019/20. i will agree that the away match program is awesome, and we’ve taken advantage of that twice. but beyond that, there isn’t much to say for how sth’s are treated/valued. the standard response from the fo seems to be “send them a flag again”….i think im up to 8 or 9 by now.
thru last season, i could count the number of home matches i’d missed on one had with fingers left over. this year, i’ve already missed one of the first 6 and i’ve sold 3 of the remaining. for two of those matches, there are conflicts that in years past i would have resolved by saying “sorry…home match”. this year is different. some of that has to do with the continual slide to mediocrity (and beyond) since 2019. but the fo’s attitude toward sths plays a part as well. when you have loyal and dedicated fans that stick with you thru years of soiling your own sheets, and you really don’t seem to value that loyalty…well, that speaks volumes.
You’re forgetting about the wristbands. Don’t you remember the wristbands they sent us before the 2022 season I think? Remember? They did… Um, the wristbands did, um, something, right?… Well, that’s not important what they did. They were wristbands!
I agree about that first match. I was shocked and stunned at the turnout and atmosphere. Indeed, a great, great night.
And the coins!
Totally. They went cheap quickly and stayed there.
Almada and GG both out. At this point we are a Shakespearen Tragic Comedy.
“When you’re on the pitch as a player in an away match environment, there’s obviously a massive home-field advantage, so when you look up in the stands and see a whole crew of your supporters, it really is powerful and helpful to hear them.”
Is gonna start to fade until this dumpster fire gets extinguished and the play gets better.