It’s no secret that Atlanta United has taken American soccer by storm, setting records and creating memorable moments on and off the field. But the club’s success has caught the attention of the soccer world as well, and that was certainly apparent at Mercedes-Benz Stadium Thursday when more than 20 executives from top clubs all over Europe visited the stadium to learn more about what makes Atlanta United what it is as part of the ECA Club Management Programme. And it’s fair to say the club –– and the stadium itself –– made quite an impression.
“It’s been just amazing to see this venue, it’s just phenomenal,” said Charlotte Kenny, Arsenal’s representative in attendance. “The Emirates is my favorite place in the world but this is a close second.”
The sport's leaders from around the world got an exclusive tour of the Stadium –– and couldn’t resist a kickaround on the field –– and later heard from President Darren Eales and several other key leaders at the club. So after the shock of witnessing Atlanta’s soccer cathedral wore off and the cell phone pictures were taken, they learned it’s much more than just a fancy stadium.
“I think you’ve got a real secret sauce here to be honest,” Kenny continued. “It’s not just the fanbase or the demographic or that soccer is really popular here. All that is true, but for me, the main thing is you have something that’s really organic that you have taken all the good bits of all the other sports and entertainment industries and put it under one beautiful roof.”
So what is the special ingredient to that so-called “secret sauce?” There were varying opinions in the room.
“What stood out to me was the way we were welcomed here,” said AS Roma’s Gianluca Gombar. “When I heard from executives of the club all the way to our tour guides, I really felt their intention and wish to make us feel at home. You feel that immediately when you walk into the stadium, people walk up to you and hope that you have a wonderful day and experience here. It’s something that makes a difference.”
“For me, it’s the focus on the fans,” Kenny said. “My main takeaway after hearing from the speakers from Atlanta United, we have to be brave and listen to fans even more than what we do.”
Whatever the takeaways, it’s clear that some of the most influential eyes in the soccer world are on the phenomenon that is the exploding soccer culture in Atlanta.
“I think that it’s very important for all of us to realize that just because we’re in the Champions League or something that it’s not us teaching MLS or other leagues how to do football,” Gombar said. “I can tell you that any club in Europe would like to have the kind of numbers that Atlanta United is seeing. Considering how new they are and how big this stadium is, reaching that kind of capacity is incredible. It’s something all European clubs aspire to but can only achieve on special occasions like a Champions League knockout match. There’s a lot to learn.”
Never has it been more apparent that Atlanta United –– and its incredible fanbase –– are turning heads all over the world.
