Women’s football in the United States just hit another financial milestone as Atlanta’s upcoming NWSL expansion club reportedly secured a record breaking 28 million dollar front of jersey sponsorship deal with insurance giant Aflac.
According to industry reports, the seven year agreement is believed to be the richest jersey sponsorship contract in women’s sports history. The Atlanta franchise, which is set to make its National Women’s Soccer League debut in 2028, has not yet kicked a competitive ball, yet it is already making headlines off the pitch.
The NWSL awarded its 17th franchise to Atlanta in November, marking another step in the league’s rapid expansion. The club is owned by Arthur Blank, who also owns the NFL’s Atlanta Falcons and MLS side Atlanta United. Operations will be managed by AMB Sports and Entertainment, the same group behind the city’s established professional teams.
Atlanta’s NWSL team will play its home matches at Mercedes Benz Stadium, one of the most modern venues in North American sport. The stadium already hosts high profile NFL, MLS and college football events, and now it is set to become a major stage for women’s soccer.
Aflac’s involvement is no surprise given its existing ties to Atlanta sports. The company has partnered with several local franchises and previously served as title sponsor for the Aflac Kickoff Game at Mercedes Benz Stadium. It is also connected to Atlanta Drive GC in the tech infused golf league TGL. The new jersey sponsorship further deepens its footprint in the city’s growing sports ecosystem.
The financial scale of this agreement highlights the rising commercial power of the NWSL. Over the past few seasons, the league has seen increasing attendance figures, stronger broadcast deals and greater investment from corporate partners. Clubs such as the Portland Thorns previously announced major jersey partnerships, and Bay FC secured a notable deal valued at several million dollars per season. However, this reported 28 million dollar agreement sets a new benchmark.
For Atlanta, the deal provides immediate financial stability and commercial momentum ahead of its inaugural campaign. Securing a long term sponsor years before its debut signals strong confidence in the market and the league’s upward trajectory.
The NWSL has positioned itself as one of the fastest growing women’s leagues globally, driven by international stars, competitive balance and increasing visibility. Expansion into major markets like Atlanta reinforces that momentum and strengthens the league’s national footprint.
As the 2028 season approaches, Atlanta’s project already carries serious commercial weight. The record jersey deal reflects not just one club’s ambition, but the broader evolution of women’s football into a powerful and sustainable business platform.
