Atlanta is officially joining the National Women’s Soccer League. The city’s new franchise is set to debut in 2028, but the market is already showing strong signs it’s ready to embrace professional women’s soccer—and capitalize on it.

According to our latest 2025 Markets Report, Atlanta ranks 7th across the U.S. and Canada in total sponsorship spend at $340M, placing it on par with legacy markets like Boston. The city’s sports economy is buoyed by powerhouse brands like Delta, Truist, and State Farm, each among the top spenders in the market. Local loyalty runs deep, too—brands such as Mercedes-Benz and Emory University allocate between 80–100% of their total sponsorship spend right back into Atlanta-based teams .

That kind of brand allegiance sets the stage for a strong launchpad as the NWSL looks to keep building on its explosive momentum.

In 2024 alone, the NWSL added 200 new brand partners, expanded to two new franchises, and logged a +16% increase in sponsorship deals year-over-year. The league’s total team sponsorship revenue hit $75M, and its landmark deals—like CPKC’s naming rights for the Kansas City Current’s stadium and Sutter Health’s 5 year-$13M jersey patch with Bay FC—are rewriting the playbook on how women’s sports are valued .

So what’s next for Atlanta?

Our data shows the city’s top spending categories include auto, financial, alcohol, and healthcare. But there’s whitespace for newcomers: categories like Leisure & Recreation, Education, and Food Products have yet to scale across the city’s teams . With brands like Delta already embedded across sports in the region—and a growing appetite for purpose-driven partnerships—the NWSL’s Atlanta expansion represents both a commercial opportunity and a cultural moment.

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