AMB Sports and Entertainment Unveils Name, Crest and Colors of National Women's Soccer League Club – Atlanta City FC

ATLANTA – Sept. 28, 2026 – AMB Sports and Entertainment (AMBSE) today unveiled the name, crest and colors of its National Women’s Soccer League club, introducing Atlanta City FC, which will begin play in 2028.

Inspired by the soul of Atlanta, this club was created to represent a city defined by resilience, culture, innovation and ambition. More than a professional soccer club, Atlanta City FC will serve as a unifying force for communities across the region while advancing the continued growth of women’s sports in one of the nation’s most dynamic cities.

The club’s mission is to channel Atlanta’s soul and inspire the city through soccer, reflecting the values that have long shaped Atlanta’s identity: excellence, belonging, courage, roots and impact.

“Atlanta is a city that has always forged its own path,” says Chief Business Officer, Atlanta City FC, Deandra Duggans. “Atlanta City FC reflects the energy, diversity and ambition that define this community, and we are proud to build a club that belongs to Atlanta and represents its future on the national stage.”

To help shape the club’s identity, AMB Sports and Entertainment engaged soccer supporters in Atlanta, NWSL Atlanta Founding Member deposit holders, AMBSE associates and local leaders, gathering feedback that helped guide the creation of the club’s name, crest and colors.

Behind the Name

Atlanta has long been recognized as a city of creators, builders and visionaries. Grounded in a rich history and propelled by bold ideas, it is a city that celebrates individuality while bringing people together around a shared sense of purpose. That spirit informed the development of Atlanta City FC from the beginning. The result is a brand that reflects the people, neighborhoods and communities that make Atlanta unique, ensuring Atlanta City FC is authentically rooted in the city it represents.

Behind the Crest

The Atlanta City FC crest was designed to tell the story of Atlanta through symbols deeply connected to the city’s identity and future.

• At the center of the crest is the Phoenix, the enduring symbol of Atlanta’s ability to rise, reinvent itself and emerge stronger through challenge. For generations, the Phoenix has represented the resilience and determination that define the city and its people.
• Surrounding the Phoenix is the Dogwood blossom. With four petals representing unity and connection, the Dogwood is remarkably resilient – thriving in all four seasons – and reflects the strength of community and the shared belief that progress is achieved together.
• The crest is further grounded by roots, symbolizing Atlanta’s rich cultural and historical foundation. They serve as a reminder that while the city continues to grow and evolve, its strength is rooted in the people, neighborhoods and traditions that make Atlanta unique.
• Within the Phoenix form, a hidden ‘A’ holds the city at its heart, a symbol of unwavering pride and promise to always rise.

Together, these elements create a crest that honors Atlanta’s past, celebrates its present and reflects confidence in its future.

The Colors of Atlanta City FC

The club’s visual identity is expressed through four colors that reflect both Atlanta’s character and the aspirations of the organization.

• Atlanta Red – A symbol of passion, determination and resilience. The color reflects the city’s relentless spirit and its ability to continually rise to new heights. It also connects Atlanta City FC to the broader AMB Sports and Entertainment family.
• Georgia Peach – A tribute to the warmth, hospitality and sense of community that define both Atlanta and the state of Georgia. Instantly recognizable, peach reflects the pride and character of the region the club represents.
• Platinum Metallic – Representing excellence and achievement, platinum reflects Atlanta’s influence as a leader in culture, business, innovation and sport, while signaling the club’s commitment to performing at the highest level.
• Black Char – A nod to Atlanta’s history and its enduring strength, symbolizing transformation, perseverance and the ability to create opportunity from challenge.

As the club prepares for its inaugural season in 2028, Atlanta City FC is committed to establishing a world-class organization both on and off the field. Through investments in elite talent, community engagement and fan experience, the club intends to set a new standard for professional women’s soccer. Winning is not simply an aspiration. It is the expectation.

Atlanta City FC is envisioned as more than a soccer club. It is a civic institution and a community gathering place where people from every background can unite around a shared belief in excellence, opportunity and belonging. Long before the first match is played, the club will be active throughout Atlanta’s communities, creating meaningful connections and expanding access to the game for the next generation of athletes and supporters.

Statement from Arthur M. Blank, Owner and Chairman, Blank Family of Businesses

“When we were awarded an NWSL franchise, our goal was to build a world-class club with a brand that reflects our city’s strength, diversity and spirit. After an extensive process, we’re proud to introduce Atlanta City FC. Thank you to our leadership team for their diligent work in bringing this brand to life while incorporating input from the passionate soccer supporters of this city. Our supporters are at the heart of everything we do, and their energy and belief will shape the soul of this club. We can’t wait for Atlanta City FC to take the pitch in a few short years.”

Brand Launch Celebration

Atlanta City FC will celebrate the unveiling of its name, crest and colors with a fan event on Sunday, Oct. 4, from 12–4 p.m. ET at 200 Peachtree Street, Atlanta (Southern Exchange Ballrooms). Fans will have an opportunity to experience the club’s new identity, purchase inaugural merchandise and join the beginning of a new chapter for women’s soccer in Atlanta. For more information or to become a Founding Member, visit atlcty.com.