When other sports in the US name franchises, it typically involves a ferocious animal or a noble figure. Look at the two most recent NFL franchises, the Carolina Panthers and Jacksonville Jaguars. To be fair, those teams were added to the mix over 20 years ago, but you get the point. You never hear of a team wanting to be called the Chicago Bulls United Basketball Club, or the New York Yankees United Baseball Club. Sounds crazy to think of those teams with a name like that, but with soccer clubs, it is becoming the standard.
The term “United” is popular among many traditional clubs across the globe, even down to some within Major League Soccer. Big and well known English clubs such as Newcastle United, Manchester United, and West Ham United are a few that use it. D.C. United has used it since the inception of the highest level in the United States over two decades ago. Recently, however, it has become the go to moniker for newer clubs such as Minnesota United FC. Reports indicate that a new one can be added to that list; the expansion club set to kick-off in 2017, Atlanta United FC.
Atlanta has history with the beautiful game. The NASL bottom dwellers, Atlanta Silverbacks, have been kicking around that city for over 15 years in some version or capacity. There is also a very strong collection of youth clubs that are hungry for high level professional soccer in the area. This could be why Atlanta is choosing a name that includes “United”, as they are looking to unite fans across several outlets to join the party.
The initial goal was for the supporters to have a say in the name of the franchise, and Atlanta United FC was one of the suggestions originally included. Let’s dig even a little deeper into the marketing machine that has been created with the event; “One Night. One Team. One Celebration to Remember”. This slogan does nothing to dispel the thought that Atlanta’s front office wants to unite the city and have them all supporting one club.
To Arthur Blank’s credit, it could have been very easy to make this franchise a knock off of the Atlanta Falcons and completely play up the bird theme; “Atlanta Firebirds” and “Real Atlanta Phoenix” were actual suggestions for a name. If Atlanta United FC holds on to be true, it will give a distance from the NFL team that not only shares an owner, but also a 71,000 seat stadium that is currently being constructed across the street from the Georgia Dome.
The official announcement is scheduled for July 7, so until then everything is just hearsay. However, a quick look up of domain registrations shows that atlantaunitedfc.com was created on January 14, 2015 and updated today, June 25, 2015, but the registration is private. I guess we will have to wait until the official announcement, but be prepared for the supporters group, Terminus Legion, to start uniting fans across the state.
