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Aflac announced a landmark sponsorship deal with Atlanta’s forthcoming National Women’s Soccer League team on Wednesday, securing front-of-kit placement for the expansion club set to debut in 2028. The agreement represents what team officials describe as the most lucrative jersey sponsorship in NWSL history, though specific financial terms remain undisclosed.
Virgil Miller, Aflac U.S. president, explained the strategic alignment between the Georgia-based insurance giant and the women’s soccer franchise, citing the NWSL’s impressive growth trajectory as a key factor in the partnership.
“We believe in supporting women and women in sports, and as we have looked at some of the statistics out there, we’ve seen that the National Women’s Soccer League has seen four consecutive years of viewership growth,” Miller told The Associated Press. “That is very attractive to us.”
The executive also highlighted demographic synergies that made the partnership appealing, noting that “80% of healthcare decisions are made by women… you put those things together and it is a great way for us to show our support.”
The seven-year agreement includes a philanthropic component, with a portion of Aflac’s contribution being directed to the Aflac Cancer and Blood Disorder Center at Children’s Healthcare of Atlanta, further strengthening the company’s community ties.
“That was connecting all the dots for a great relationship that we’re looking forward to being a part of,” Miller said.
Atlanta’s NWSL team, which will become the league’s 17th franchise, is owned by Arthur Blank, the prominent businessman whose sports portfolio already includes the NFL’s Atlanta Falcons and Major League Soccer’s Atlanta United. The women’s team will play at Mercedes-Benz Stadium, though capacity will be capped at approximately 28,000 spectators for their matches, compared to the venue’s full capacity of over 70,000.
Tim Zulawski, president of AMB Sports and Entertainment, Blank’s sports business organization, expressed confidence that Atlanta’s NWSL club will follow Atlanta United’s remarkable attendance success, which has consistently placed the MLS team among global soccer attendance leaders.
“Atlanta United, when we launched that franchise, people didn’t see coming down the road 70,000 people regularly coming to matches and being top eight in the world,” Zulawski remarked. “We fully expect that NWSL Atlanta will be a leader in fandom, in attendance, in every aspect of measure that you would look at in measuring a franchise.”
The Atlanta expansion comes amid a period of accelerated growth for the NWSL, which recently added franchises in Boston and Denver. The league has experienced substantial commercial momentum in recent years, with television ratings climbing and attendance records being broken across multiple markets.
Women’s soccer has seen unprecedented commercial investment following the 2023 FIFA Women’s World Cup, with corporate sponsors increasingly recognizing the value proposition of aligning with women’s sports properties. Aflac’s commitment represents one of the most significant corporate endorsements in NWSL history and signals growing mainstream business interest in women’s soccer.
Blank’s investment extends beyond the team itself to include developing a dedicated training facility in Atlanta, underscoring the comprehensive approach to establishing the franchise. This infrastructure commitment mirrors the strategy employed with his other professional teams, which have been recognized for their state-of-the-art facilities.
The NWSL Atlanta team, which has yet to announce its official name or branding, will have four years to build its organization before taking the field in 2028, providing ample runway for additional commercial partnerships and community engagement initiatives to supplement the cornerstone Aflac relationship.
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13 Comments
Great to see continued investment and growth in women’s soccer. The NWSL has been steadily gaining ground and this lucrative sponsorship deal with Aflac is a testament to its rising popularity and commercial appeal.
Absolutely. The demographic synergies Aflac highlighted make this a smart strategic partnership that aligns well with their business.
I’m curious to see how this deal compares to other major sponsorship agreements in women’s pro sports. The NWSL must be doing something right to attract this level of investment from a well-known brand like Aflac.
Good point. The NWSL is clearly establishing itself as an attractive platform for corporate partners looking to reach an influential consumer base.
This is a significant milestone for the NWSL and women’s soccer in the US. A 7-year, front-of-kit sponsorship from a major insurance company like Aflac speaks volumes about the league’s growth and future potential.
Absolutely. It will be interesting to see if this deal paves the way for more blue-chip brands to invest in the NWSL going forward.
The demographic synergies Aflac highlighted are really interesting. I wonder if this sponsorship will also involve any joint community initiatives or programming to further amplify the partnership.
That’s a good point. A philanthropic component could help maximize the impact and visibility of this deal for both the NWSL team and Aflac.
This is an impressive sponsorship agreement, both in terms of the length (7 years) and the reported value. It underscores the NWSL’s momentum and the opportunity brands see in aligning with elite women’s sports.
Agreed. The NWSL viewership growth is a key factor, as is the influence women have over healthcare purchasing decisions. A savvy move by Aflac.
The NWSL’s viewership growth is clearly catching the attention of major brands. This Aflac deal is a strong validation of the league’s increasing commercial appeal and the rising profile of women’s soccer in the US.
This is a really impressive deal for the NWSL’s new Atlanta expansion team. Securing a 7-year, front-of-kit sponsorship from a heavyweight like Aflac is a huge coup and sets a new benchmark for the league.
It will be interesting to see how this sponsorship agreement impacts the Atlanta expansion team’s on-field performance and fan engagement. This kind of high-profile deal can provide a real boost to a new franchise.