Atlanta United FC

Strategy and Implementation to maximise impact in a home World Cup year

Client:

Atlanta United FC

Location:

Atlanta, USA

Service:

Content Audit & Strategic Consultancy

Way to Play was initially commissioned to conduct a full audit of Atlanta United’s digital and brand presence to identify where the club could elevate its impact relative to MLS peers and leading global football brands.

The Challenge

Atlanta United sought to capitalise on the generational moment for US Soccer, harnessing its exceptional internal creative resources and marketing levers.

Our Approach

We helped shape the club’s strategic direction while guiding, activating, and measuring campaign performance across major cultural and sporting moments. A core component of this work has been in establishing robust internal workflows to drive collaboration and optimise for value generation across all marketing departments.

Audit deep-dive

Evaluate the soccer landscape and cultural opportunity for the club heading in to 2026 with a fresh content vision to capitalise on the its brand campaign and World Cup window

Integrated marketing strsategy for marquee campaigns

Connecting woth internal departments to solidify content and distribution efforts around major milestone moments, including Brad Guzan retirrment, season schedule release and new coach annoucnment

Ongoing reporting

Monthly reporting built to guide and optimise content output throughout the season

Leading MLS acquaition on YouTube

5 x growth rate compred with nearest competitor

Maximised biggest club moments

Brad Guzan retirement campaign became the most successful of the year; Schedule Release activation delivered a +30% YOY uplift

Strong business impact in spite of on-field performances

Our measurement framework has enabled the club to understand the true commercial value of its creative and marketing efforts — and make decisions with clarity, confidence, and precision.

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