What's Happening?
The new Atlanta team in the National Women's Soccer League (NWSL) has announced a significant sponsorship deal with Aflac, a Georgia-based insurance company. This agreement will see Aflac's name featured prominently on the front of the team's jerseys.
The Atlanta expansion team, owned by Arthur Blank, who also owns the NFL's Atlanta Falcons and Atlanta United of Major League Soccer, is set to debut in 2028. The team will play at the Mercedes-Benz Stadium, which is also home to the Falcons and Atlanta United. Aflac U.S. President Virgil Miller highlighted the company's commitment to supporting women in sports, noting the NWSL's growing viewership as a key factor in the decision. The sponsorship deal is reportedly the most lucrative front-of-kit agreement in the league's history, although financial details were not disclosed. A portion of Aflac's contribution will be donated to the Aflac Cancer and Blood Disorder Center at the Children's Healthcare of Atlanta.
Why It's Important?
This sponsorship deal underscores the growing commercial appeal and visibility of women's sports, particularly soccer, in the United States. The NWSL has experienced four consecutive years of viewership growth, making it an attractive platform for corporate sponsors like Aflac. The partnership not only provides financial support to the new Atlanta team but also aligns with Aflac's strategic interests, given that a significant portion of healthcare decisions are made by women. This deal could set a precedent for future sponsorships in women's sports, highlighting the potential for increased investment and support. Additionally, the involvement of a major corporation like Aflac could encourage other companies to invest in women's sports, further boosting the league's profile and financial stability.
What's Next?
As the Atlanta NWSL team prepares for its debut in 2028, modifications to the Mercedes-Benz Stadium will be made to accommodate the new team, with attendance capped at approximately 28,000. The team's management anticipates strong fan engagement, drawing parallels to the success of Atlanta United, which regularly attracts large crowds. The development of a dedicated training site in Atlanta is also part of the team's future plans. The success of this sponsorship could influence other NWSL teams to pursue similar deals, potentially leading to increased financial stability and growth for the league. Stakeholders will be watching closely to see how this partnership impacts the team's performance and fan engagement.
