Blank: NWSL Atlanta name, branding reveal “probably this fall”

While the NWSL Atlanta training facility broke ground on Friday — more coverage to come on that — one important news nugget from Arthur Blank surfaced regarding when the club’s official name and branding would be revealed.

“Probably this fall, because we’re making good process. And I think you’ll like what we’ve come up with,” Blank said.

Although the club’s temporary branding of red, gold, black, and white, it doesn’t mean that will be the final branding, Blank noted.

“I wouldn’t assume anything about … the colors,” he said.

As far as gathering feedback from the public, AMBSE vice president of executive strategy Josh Blank referenced the surveys sent out to founding members, as well as “more broadly to our Mercedes-Benz database.” Input from others across the city of Atlanta, including influencers, is being gathered.

“We also looked at a lot of the icons in the city, a lot of the key landmarks to ensure that they were represented and came through with the visual identity of the team,” Josh Blank said. “So it was a holistic process, really listening to our fans, to the community members, ensuring that we ultimately land with something that will be representative of Atlanta.”

We know one option won’t be on the table: Atlanta United Women or anything derivative. That’s because MLS, not AMBSE, owns the Atlanta United trademark.

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