Atlanta United bringing youth soccer to Georgia and Montana communities

Atlanta United and AMB Sports & Entertainment take youth development and community outreach incredibly seriously, seeing it almost as a proud responsibility rather than a simple requirement of a large business. This isn’t a secret. It’s been covered far and wide when discussing the Five Stripes and the Falcons, but the impact reaches far beyond the boundaries of Mercedes-Benz Stadium. Arthur Blank has made it clear he not only wants his teams and operations to succeed on the pitch, field, or golf course, but also in the multitude of communities where they can have an impact.

Atlanta United’s dedication to being a positive influence in any locale it can reach is exemplified by its Camps and Clinics program, which recently took its mission from Georgia back to the state of Montana. Atlanta United’s youth development staff embarked on a trip to Big Sky Country to bring the beautiful game to communities across the state, including a special visit to the Northern Cheyenne Reservation. This visit is one of the rare times a Major League Soccer team has visited and provided outreach to a Native American community.

To set the stage, the foundation of these Camps and Clinics is the Atlanta United Community Fund, which supports the club’s vision of making soccer accessible to all. Established with a mission to grow the sport and make a lasting impact, the fund enables initiatives that promote health, wellness, and education through soccer. Many folks are likely already familiar with the GA 100 program, which assists in building mini soccer pitches all over the state of Georgia. For the past five years, though, Montana was chosen specifically for Camps and Clinics because of Arthur Blank’s own ties to the western state.

Leigh Jakes, Atlanta United’s Director of Youth Development, emphasized the importance of these efforts when speaking with Scarves and Spikes:

Jakes’ team runs similar clinics in the spring and fall at a variety of locations in Atlanta and they’re a massive success – to the point that the club is looking to make it a full seven-days-a-week operation. They also recently added futsal to the program.

For the kids, each day at the camp is emphasized by excitement and learning. The sessions are carefully structured to balance skill development with fun. Starting with warm-up exercises, the coaches lead the kids through a series of drills that focus on different aspects of the game, such as dribbling, passing, and shooting. The coaches, many of whom have a variety of footballing experience, provide tons of tips and encouragement, making sure each child feels included and supported.

“It just was so impactful to see these kids develop an instant connection with our coaches, to see the joy and the sense of accomplishment out there, playing and scoring goals,” Leigh applauded the nine coaches that made the trip.

In many ways, the coaches are focused on wearing a variety of hats because of the age difference amongst many of the kids who come out, so it’s as much about finding out what the children gravitate towards as much as it is soccer. One day it could be Ninja Turtles, the next day it could be Paw Patrol, and for the older kids it’s about honing in on their favorite players, teams, and competitions.

Breaks are interspersed throughout the day, and the afternoons are dedicated to small-sided games where the children can put their newly learned skills to the test in a more competitive environment. Ultimately, the one or two day sessions are very condensed versions of the same program that kids throughout metro-Atlanta enjoy.

For this particular trip, the crew actually ran three separate sessions in three different locations during the time they were in Montana. The week began at the Northern Cheyenne Native American Reservation in Lame Deer, Montana, where Atlanta United was able to partner with the Boys and Girls Club of the Northern Cheyenne Nation. They then traveled to Billings for a couple of days with the Yellowstone Soccer Association, and finally Livingston where they worked with the Livingston Youth Soccer Association.

Of course, one of the standout moments of this trip was the aforementioned visit to the Northern Cheyenne Reservation. Recognizing the unique challenges faced by Native American communities, Atlanta United partnered with local leaders to bring the camp experience to the reservation. The initiative was not just about teaching soccer but also about building relationships and understanding the cultural significance of the community.

“Going into those communities, it’s so crucial to develop that trust, to make sure you’re working with people already doing the work in that community, not coming in and acting like you know better,” said Jakes, highlighting the club’s commitment to respecting and understanding the cultures they engage with.

Atlanta United’s commitment to community outreach goes beyond the camps, though. By building relationships and fostering a sense of inclusion with the various groups and organizations, the club hopes to inspire the next generation of soccer players and fans. The experiences shared in Montana, especially on the Northern Cheyenne Reservation, highlight the power of sports to connect people from diverse backgrounds. In many ways, it almost parallels the reach of the Atlanta Braves as they became a household name in the unlikeliest of places in the 80’s and 90’s, albeit on a smaller scale (for now).

“There are some families that will write about how, you know, their kid was just warming up to the idea of even playing soccer, and then they found a connection with a coach right away that made them want to come back the next day,” Leigh noted about some of the feedback they recently received. “It’s really cool to see. You know, families growing so as one kid does the camp, and then the other one is the five year old who is finally eligible. They’re so excited to join, and there’s usually some sibling rivalry.”

It isn’t uncommon for the crew to receive reviews highlighting the growing Five Stripe fandom, like the one written here from one of the Montana families: “One of them even got a flag at the camp, which is now proudly displayed in his bedroom, making his siblings a little jealous. If there’s ever an Atlanta United match nearby, it will definitely be a trip we take as a family.”

As Atlanta United continues to expand its entire youth development program, the Community Fund goal remains the same: to bring the beautiful game to as many people as possible and to use the sport as a vehicle for positive change in communities. Whether it’s somewhere around the perimeter in Atlanta or the open plains of Montana, the Atlanta United Community Fund is locked in to fulfilling Arthur Blank’s vision.