Generations of allegiance and traditional codes

Atlanta is a transient city; it's known as a city of transplants as the majority of its mature age population not initially from the state.

American Football, Basketball, Baseball histories and associated allegiances run deep. This huge percentage of the population class the Braves, Falcons and Hawks their second team (at best). No denying there's considerable support for these teams across Atlanta, but no one team can proclaim to capture the following of the entire city.

That's where the rise of MLS has been perfect for franchises in cities such as Atlanta. Given its short history in North America, few fans have existing teams and the MLS is capitalising.

The ambitious expansion plan is considered and sympathetic to the geographical and cultural changes happening in the United States. Finding both a transient and immigrated population (especially sourced by cultures with a love of soccer) the MLS and its teams hold some very powerful cards.

The Drum went deep on the MLS strategy in its vision to become the sport of North America. It's modern, digital and fan focus further supports its growth both as a league and as new teams enter the fold.