In the heart of Atlanta, soccer is more than a game; it is a movement embracing the city’s deep-rooted connection to American culture
NikeAtlanta isn’t just a city; it’s a cultural powerhouse shaping both Black and American cultures. Whether in music, film, television, fashion or civil rights, Atlanta has cemented its reputation as a hub of influence, dictating trends and redefining the national lexicon of cool. Rarely is that fact more viscerally felt than when ATLiens come together in shared joy: the energy is palpable. Whether at a summer concert where chants of “ATL, hoe!” echo through the humid air, lowrider supershows, Southern Fried Queer Pride, a Soccer in the Streets game or even during a long night at Magic City, the sense of camaraderie is undeniable. Atlanta is steeped in culture, and its people take immense pride in their contributions to the nation’s artistic and social landscape.
The cultural prominence of Atlanta was a key factor in Major League Soccer (MLS) commissioner Don Garber’s identification of the city as “the perfect market” for professional soccer during the 2014 press conference announcing the expansion of Atlanta United FC. “There is something so special happening here in Atlanta,” said Garber, who recognized Atlanta’s diversity, youthful energy and strong Hispanic presence. Given that about 30% of MLS fans are from Spanish-speaking communities, Atlanta’s demographic makeup offered an exciting opportunity to grow the sport’s influence in the United States.
When a friend invited me to use her extra ticket to an Atlanta United FC match one weekend, I spent the days leading up to it preparing myself for a slow-ass time cluttered by confusing rules. But I was in it for the grubby sporting-event hot dogs, nachos and giant pretzels, plus choice views of the Mercedes-Benz Stadium, which is seriously stunning. What I got was so much better: an utterly electric shared experience with thousands of strangers who initiated me into this humongous scene. I passed through a portal into a freakishly wholesome yet diabolically competitive community of soccer stans who just want to celebrate the team of the city that we all love.
None of the supporter factions that make up Atlanta United’s following goes harder than the Supporters Section, aka the Gulch. Situated at the east end of Mercedes-Benz Stadium, the Gulch is a section of prime seating reserved for members of any of the club’s official supporter groups. They are the engine under the hood of Atlanta United’s car – the Greek chorus narrating the games’ events through impassioned, inspirational monologues, bombastic sing-song-y chanting, instrument playing and, above all else, community uplift. Atlanta United supporters’ shared mission is to use “the language of soccer” to develop youth character and promote tolerance, collaboration and inclusivity.
Resurgence Supporters Group is home to rowdier fans who appreciate a higher energy match-going experience. For fun and sociable foodies looking for unique, quality game-day experiences, there’s The Faction. Terminus Legion is a community-building, service-minded group emphasizing positivity and inclusivity. All Stripes are diversity-minded supporters who come together to expand and diversify membership to reflect the local demographics better while creating partnerships with more LGBTQ+ local businesses. La 12, Atlanta United’s first official supporter club, is where Latino fans pledge their unconditional allegiance to this team, regardless of scoreboard outcomes.
Soccer has a unifying potential, but the sport continues to grapple with racism at a global level. Non-white athletes, referees and fans frequently face discrimination, and despite efforts by governing bodies like FIFA and UEFA to address these issues, incidents of racial abuse persist. By embracing Atlanta’s deep-rooted connection to hip hop and Black culture and sustainably engaging with the local community, Atlanta United FC’s commitment to diversity has extended beyond statements and symbolic gestures. The club has welcomed artists like Killer Mike, Big Boi and 2 Chainz into its marketing campaigns, infusing the team’s image with a uniquely Atlantan flair.
Even for a city saturated with well-supported pro and college-level teams from various sports, introducing a large-scale, professional soccer franchise stacked with world-class training and playing infrastructure has aroused something almost mystical, something nebulous, within curious newcomers and die-hard international supporters alike. That wasn’t so much the case in 1967 when the Atlanta Chiefs played their first season in the National Professional Soccer League (NPSL) and most Atlantans gained a general introduction to the game. Shortly after, the NPSL briefly folded, merging with the United Soccer Association (USA) before decades of pro-association instability, resulting in subdued national interest in the sport for just as long.
Today, the cultural tides of an influential city like Atlanta have shifted in favor of cross-cultural exchange. We are witnessing a phoenix reborn from the ashes of past associations’ mistakes, meeting precisely the right moment in sociocultural time. And Atlanta’s impact on soccer already extends beyond the stadium. The city’s diverse and passionate fanbase redefines what MLS teams can achieve regarding relevance, revenue and global competitiveness.
Beyond branding, Atlanta United’s dedication to inclusion has been demonstrated through meaningful partnerships with organizations such as Soccer in the Streets (SITS), which provides sports-based youth development programs for underserved communities. “Here, for example, you see kids from multiple nationalities and ethnic groups, but what brings them together is this common game,” says Francisco Stenger, program manager for SITS. “By using soccer not as the goal but as the tool to connect them, we help young people understand what it means to be part of a team and navigate social challenges.”
In 2018, Atlanta United partnered with SITS and the Metropolitan Atlanta Rapid Transit Authority (MARTA) to launch Station Soccer. This innovative initiative transformed underutilized spaces around transit stations into accessible soccer pitches. These public facilities provide free athletic spaces for community members, particularly youth, to play soccer while learning essential teamwork and leadership skills.
As Atlanta United continues to thrive, it sets a powerful example for sports organizations worldwide, proving that success is not just about championships but also about fostering community, celebrating diversity and empowering voices that shape culture. In the heart of Atlanta, soccer is more than a game – it is redefining what it means to be part of something greater. After my first time in the stands, the palpable electricity created by those 90 minutes of instantaneous, unquestioning togetherness and fellowship followed me for days. Maybe I had drunk the Kool-Aid a little bit. I couldn’t freakin’ wait to hang with my 50,000 new besties again.