NWSL Atlanta 2028 chooses Aflac as front-of-kit sponsor as part of long-term agreement

NWSL Atlanta has named Aflac its front-of-kit sponsor ahead of its 2028 kickoff, AMB Sports and Entertainment and Aflac announced on Wednesday. 

The kit sponsorship, part of an overall agreement between the club and the Columbus, Ga.-based insurance company, spans seven years and has been termed by officials as the largest such deal in all of women’s sports. According to Sportico, it’s worth $28 million.

“Identifying the right partners is a key aspect of building a new club,” AMBSE president Tim Zulawski added. “We are thrilled to partner with Aflac — a Georgia-based corporation with a storied tradition in the sports industry and a shared focus on giving back to the community — and represent their brand on the front of NWSL Atlanta 2028’s official kit.”

It’s the latest investment into women’s sports by Aflac. In 2025, the company provided over $100,000 in prize money to the winners of the WNBA’s skills competition and three-point shooting contest. Through its partnership with TOGETXER, an apparel brand co-founded by Alex Morgan, it has gathered commitments from bars across the U.S. to show women’s sports on at least half of its televisions.

“Aflac and AMBSE have shown that together, we can have a profound impact on the national sports landscape, while also making a difference in the places where we work and serve,” Aflac president Virgil Miller said. “Aflac is honored to continue our partnership with AMBSE and help build NWSL Atlanta 2028 into a world-class organization that will positively influence our community and the rapidly growing base of women’s sports fans.”

While the Aflac name and logo, much like American Family Insurance and its longtime partnership with Atlanta United, will be on the front of NWSL Atlanta’s kits, the overall agreement is much more wide-ranging. Marketing activations sponsored by Aflac will be seen at Mercedes-Benz Stadium as part of matches.

Aflac will also serve as a sponsor for “key programming” ahead of the first match, including a name and brand identity reveal event. That name selection and brand identity development process, being done in collaboration with the NWSL, is “in (its) initial stages,” AMBSE said, with fans currently being surveyed for their “direct inputs.” A specific timeline for completion has not been revealed.

Along with the front-of-kit sponsorship, a portion of proceeds from NWSL Atlanta apparel will be donated to the Children’s Healthcare of Atlanta’s Aflac Cancer and Blood Disorders Center, where patients will receive a plush toy of Aflac’s iconic duck mascot wearing a NWSL Atlanta kit.

“Children’s Healthcare of Atlanta’s Aflac Cancer and Blood Disorders Center has become one of the leading pediatric cancer and blood disorders programs in the country during our 30-year partnership with Aflac,” said Children’s Healthcare of Atlanta chief administrative officer Linda Matzigkeit. “We’re excited to see the growth of the NWSL, and we are equally excited that Aflac and AMB Sports and Entertainment are demonstrating their commitment to groundbreaking research and advancing life-saving care for kids.”

With its kit sponsor now in place and the process to select a name and identity underway, among other priorities for AMBSE is establishing a leadership structure for NWSL Atlanta. A planned “elevated president role” will include oversight of both Atlanta United and the NWSL team, while each will maintain its own sporting departments.

Be sure to bookmark our NWSL Atlanta hub for the latest news and information leading up to the club’s launch in 2028.