MLS Atlanta was in the news last week when it revealed that it will soon unveil its team name and logo, and a site for the franchise’s training facility came to light.
It seemed like a good time to give you, the team’s supporters, a chance to ask any questions you might have about MLS Atlanta, which will begin play in 2017 in the new stadium downtown:
Q: What will the team’s name be?
The franchise will unveil its name and logo on July 7 in an event for its Founder’s Club members.
Some of the smart members of Terminus Legion immediately began searching a database for trademarks in an attempt to learn what that name might be.
I spent most of Sunday night doing the same with no luck.
In the invitation, MLS Atlanta President Darren Eales included the phrase “Bring your A game.” That could be a clue that the nickname will start with A, or it could simply be referencing the A in Atlanta.
I’ll continue to dig to try to find out the name.
Q: Where will the team’s training facility be?
A: I reported on one potential site last week in Marietta.
Q: Any hints on shirt sponsors?
A: No hints. I know of at least one company that’s interested, but I can’t reveal its name because it was given to me confidentially.
I’ve written about this before, but for those whose interest in MLS is just beginning, the shirt sponsorship is one of the four financial pillars that teams bank on for revenue. The other three are revenue from the stadium, revenue from stadium naming rights and strong season-ticket sales.
Looking at a few of these elements individually as they relate to MLS Atlanta:
- Shirts: As of last year, deals for jersey-front partners in MLS ranged from $3-6 million. I assume that range will move up because it is pre-TV deal. Because Atlanta is the home of numerous Fortune 500 companies, and the millenial- and hispanic-heavy demographics of soccer are ideal for corporations, I'm guessing that MLS Atlanta will be able to secure a fairly lucrative deal for its shirt.
- Stadium naming rights: AT&T reportedly paid between $17-19 million per year for stadium naming rights in Dallas. Sun Trust is estimated to pay $10 million per year for naming rights to the Braves' new stadium. You would assume that Arthur Blank's new stadium downtown will likely secure money closer to AT&T's deal than the Sun Trust deal.
- Strong season-ticket sales: Atlanta has already surpassed 17,500 seats pledged to be purchased.
Q: How long before we start hearing coaching candidates?
A: Some names could leak by December, but Eales said when he was hired that the manager likely wouldn’t be hired until 2016.
It will be fascinating to follow because MLS Atlanta hired two candidates that never crossed my imagination for its president (Eales) and technical director (Carlos Bocanegra).
Will Eales and Bocanegra go the route of NYCFC and hire a proven MLS coach similar to Jason Kreis?
Will they go the international route and try to pull a bigger name from Europe?
Much will depend upon how much power the coach will have in crafting the roster. If the coach is given a lot of power, the hire will likely be someone very familiar with the unique structure of MLS.
If the coach’s responsibility focuses almost exclusively on strategy and tactics, and not personnel, then Eales and Bocanegra could hire anyone as long as they are comfortable with a role that some may view as limited.
Q: When will David Beckham be coming?
A: I believe the question was meant as a joke, but should Miami ever secure a stadium, which should secure an expansion franchise, Beckham will be that team’s owner. So yes, Miami and Beckham could end up playing in Atlanta. It seems likely that it wouldn’t happen until 2019 at the earliest.
Q: What’s going to be available for purchase July 7?
A: The kits won’t be unveiled until a later date. Planning is still ongoing for the event on July 7, so that answer is to be determined.
Q: What sort of players/teams fit the style of play that MLS Atlanta is looking for?
A: Another good question. Eales has said the team will be strong up the middle (goalie, central defense, central midfielder, center forward). Bocanegra being a former defender, I would imagine the team will be built from the back to the front with defenders capable of playing many spots along the line, similar to how Bocanegra was used for clubs and country.
Georgians in MLS: Here's a list of players with ties to the state who are in MLS:
Joe Bendik (@jtbendik), Toronto, GK, Kennesaw
Made the 18 but didn’t play in team’s 2-0 loss to NYCFC on June 20.
Next game: vs. Montreal on Wednesday and vs. D.C. United on Saturday.
Mark Bloom (@markbloom21), Toronto, D, Marietta
Did not make the 18 for team’s 2-0 loss to NYCFC on June 20. He is recovering from an injury.
Next game: vs. Montreal on Wednesday and vs. D.C. United on Saturday.
Ricardo Clark (@RicoC13), Houston, M, Jonesboro
Started, played 90 minutes and had four shots in team’s 2-0 loss to Portland on June 20.
Next game: at FC Dallas on Friday.
Warren Creavalle (@warrenspeak), Toronto, D, Acworth
Made the 18 but didn’t play in team’s 2-0 loss to NYCFC on June 20.
Next game: vs. Montreal on Wednesday and vs. D.C. United on Saturday.
Chris Duvall (@chrisduvall91), New York Red Bulls, D, Duluth
Started and played 90 minutes in team’s 2-1 loss to Vancouver on June 20.
Next game: vs. Real Salt Lake on Wednesday and at NYCFC on Sunday.
Sean Johnson (@sjohn25), Chicago, GK, Snellville
No MLS game last week.
Next game: vs. D.C. United on Wednesday.
Chris Klute (@chrisklute), Columbus, D, Silverbacks, Clayton State
No MLS game last week.
Next game: vs. New England on Wednesday and at Real Salt Lake on Saturday.
Jack McInerney (@jackmcinerney9), Montreal, F, Alpharetta
Started, played 67 minutes and had two shots in team’s 2-0 win over Orlando on June 20.
Next game: at Toronto on Wednesday and vs. Philadelphia on Saturday.
Kwadwo Poku, NYCFC, M/F, Silverbacks
Came off the bench to play 22 minutes in team’s 2-0 win over Toronto on June 20.
Next game: vs. New York Red Bulls on Sunday.
Andrew Wolverton (@a_wolvie), Los Angeles, G, Atlanta
Did not make the 18 for team’s 5-1 win over Philadelphia on June 20.
Next game: vs. Portland on Wednesday and at San Jose on Saturday.
Walker Zimmerman (@thewalkerzim), Dallas, D, Lawrenceville
Started and played 90 minutes in team’s 1-1 draw with Colorado on June 19.
Next game: vs. Houston on Friday.
