2017 Inaugural MLS Season

Lore & Background

The atmosphere surrounding Atlanta's first season was electric, driven by a fanbase that treated every match as a festival. The 'Red & Black' quickly became synonymous with loud, passionate support at Mercedes-Benz Stadium, where the club set an MLS single-match attendance record of 71,874 in the home opener—only to break it later that same season with 72,243 fans against Orlando City SC on July 4. This cultural phenomenon was matched on the pitch by the arrival of Gerardo Martino, whose tactical acumen transformed a collection of new signings and drafted talents into a cohesive, attacking unit. The defining narrative of 2017 was the emergence of Josef Martínez as an MLS superstar. The Venezuelan striker's prolific scoring run—culminating in a league-leading 19 regular-season goals and the MLS Golden Boot—not only carried the team through the regular season but also provided the clinical edge needed in high-stakes knockout games. His partnership with the midfield and defense created a balanced side that could dominate possession while punishing opponents on the counter-attack, proving that the club was built for glory from its inception—though the ultimate prize would come a year later.

In Their Own Story

The humid Georgia air hung heavy over Mercedes-Benz Stadium on that historic night, but inside, the roar of twenty thousand fans drowned out everything else. The pitch was a sea of red and black flags waving in unison as Josef Martínez sprinted toward the goal, the ball at his feet like an extension of himself. He struck it with precision, sending the net rippling and the stadium into a frenzied eruption. In that moment, the dream of the founders became reality; Atlanta United was no longer just a new team on paper, but the reigning champions of Major League Soccer.

Reader's Guide

The season began with high expectations as Gerardo Martino took charge, immediately instilling an attacking philosophy that thrilled fans from the first whistle. Early victories established momentum, and the team quickly climbed the Eastern Conference table, fueled by Josef Martínez's incredible goal-scoring form. As mid-season approached, Atlanta United solidified their position at the top of the league. The Supporters' Shield was secured with a dominant regular season performance, marking the franchise's first major hardware and setting a new attendance benchmark for American soccer. The playoffs tested the team's resolve, but they advanced through each round with resilience. The campaign culminated in the MLS Cup final against Toronto FC. In a tense match decided by extra time, Atlanta United claimed their first-ever trophy, ending an unforgettable inaugural year as champions.

Did You Know?

• Atlanta United set an MLS single-match attendance record during their debut year, drawing over 70,000 fans to a game at Mercedes-Benz Stadium, but their season average was approximately 48,200 per match.
• Josef Martínez won the MLS Golden Boot in 2017 with 19 regular-season goals, beating Nemanja Nikolić of Chicago Fire who finished second with 24 goals.
• Atlanta United did not win a championship in 2017; their first MLS Cup came in 2018.
• Gerardo Martino was hired as head coach in September 2016 and previously led Argentina to the 2014 World Cup final, though they did not win the tournament.

Expansion and Founding

The journey to bring Major League Soccer to Atlanta began long before the team's first whistle. Arthur Blank, owner of the local NFL franchise, initially submitted an expansion bid in 2008 but withdrew it due to budget constraints and stadium challenges. Efforts resumed following the relocation of the NHL’s Atlanta Thrashers in 2011. By 2013, financing terms were agreed upon with $30 million in bonds approved for land purchase. On April 16, 2014, MLS officially awarded the franchise to Blank’s group. This marked a significant return of professional soccer to the Southeast, an area without an MLS team since 2001. Atlanta United became the league's twenty-second expansion team, scheduled to begin competition in 2017. The club was established as the first MLS franchise based in the city, setting the stage for a new era under AMB Sports and Entertainment Group ownership.

The Inaugural Campaign

Yamil Asad secured the club's first-ever goal during this match. Momentum built quickly as Atlanta recorded their initial victory one week later with a decisive away win against Minnesota United FC. Their first home triumph came on March 18, a four-goal shutout of Chicago Fire before a sold-out crowd. After relocating to Mercedes-Benz Stadium, the team maintained massive support, averaging more than 48,000 fans per league match. They successfully clinched a playoff berth in their maiden year, finishing tied for third in the Eastern Conference. However, their postseason run ended against Columbus Crew in a penalty shootout loss, despite setting an attendance record of 67,221 for that single playoff contest.

Leadership and Coaching

Gerardo Martino was selected as the inaugural head coach, tasked with building the program from scratch. His leadership proved immediate and effective, guiding Atlanta to their first playoff appearance during the team's debut season. This early success laid a strong foundation for future achievements. In just their second year of existence, under his guidance, the club secured its first major trophy by winning MLS Cup 2018. Although the team experienced declining seasons under subsequent managers later on, Martino’s impact remained significant enough to warrant a return. He was announced as the coach again before the 2026 season, highlighting his enduring connection to the franchise's identity. His tenure defined the early competitive culture of the club, transitioning them from an expansion side into championship contenders within two years of their founding.

Legacy and Financial Impact

Beyond pitch performance, Atlanta United established itself as a commercial powerhouse in American soccer. The franchise set multiple league records regarding attendance, holding the marks for highest single-match and average crowd sizes during their early years. Their home venue, Mercedes-Benz Stadium, is shared with the Atlanta Falcons of the National Football League. Financially, the club's growth was substantial; by 2026, Forbes estimated the organization to be worth approximately one billion dollars, ranking as the fourth most valuable in the league. Domestically, their trophy cabinet includes an Eastern Conference championship and a U.S. Open Cup alongside the MLS Cup title. Additionally, the parent club operates Atlanta United 2, which competes in MLS Next Pro, ensuring continued development within the organization's structure.