Atlanta United and the incoming NWSL Atlanta 2028 franchise have a new leader. Arthur M. Blank, Owner and Chairman of the Blank Family of Businesses, announced today that Mauricio Culebro has been named President of Soccer for AMB Sports and Entertainment (AMBSE). Culebro will have broad oversight of both Atlanta United, the Major League Soccer club, and the preparations for the launch of Atlanta’s National Women’s Soccer League team, slated to begin competition in 2028. He will report directly to AMBSE CEO Rich McKay.
The appointment of Culebro, a veteran of international soccer administration and club management, signals a renewed focus on elevating both franchises. Blank expressed confidence in Culebro’s ability to return Atlanta United to championship contention and successfully launch the NWSL team, a project that already includes significant investment in infrastructure. The search for a new leader was described as “extensive and global” by Blank, highlighting the importance AMBSE placed on finding the right fit.
A Proven Track Record in Global Soccer
Culebro brings over 22 years of experience to Atlanta, having risen through the ranks of some of the most prominent soccer organizations in Mexico and beyond. His career began as an intern and culminated in leadership positions at both the club and federation levels. Most recently, Culebro served as president of Tigres UANL, a powerhouse in Mexican soccer, for the past five years. During his tenure, Tigres UANL achieved significant success, winning the LIGA MX title, the Campeón de Campeones, and the Campeones Cup. The women’s program also flourished under his leadership, securing four LIGA MX Femenil titles and three Campeón de Campeones Femenil titles. Tigres UANL’s official website details these accomplishments.
Beyond on-field success, Culebro oversaw a doubling of commercial revenue at Tigres UANL and strengthened the club’s overall position within Mexican soccer. Prior to his time with Tigres, he spent two years as Chief Operating Officer of the Mexican Football Federation, playing a key role in operational planning for multiple host cities for the upcoming 2026 FIFA World Cup. He is the only president in Mexico to have secured both men’s and women’s league championships with two different clubs, a testament to his broad skillset.
Building a Foundation for the Future
“This is an exciting day as we welcome Mauricio to Atlanta and our family of businesses,” Blank said in a statement. “As we progressed through the search process, Mauricio’s impressive experience and clear vision to elevate our clubs made him an outstanding fit to lead Atlanta United and NWSL Atlanta 2028. Whereas he may be new to MLS and the NWSL, Mauricio is not new to building and operating successful global soccer clubs, and I am fully confident in his ability to help return Atlanta United to the level our fans deserve, while leading the launch of our NWSL club.”
Culebro’s arrival comes at a pivotal moment for both clubs. Atlanta United, a founding member of MLS, enjoyed early success, winning the MLS Cup in 2018, but has faced challenges in recent seasons. The launch of the NWSL franchise represents a significant expansion for AMBSE and a commitment to growing the women’s game in Atlanta. The NWSL is experiencing a period of unprecedented growth in popularity and investment, and Atlanta is poised to grow a key market for the league.
Internal Leadership Remains in Place
While Culebro will lead the overall soccer operations, existing leadership within AMBSE will continue to play crucial roles. Atlanta United Chief Soccer Officer and Sporting Director Chris Henderson, Senior Vice President of Strategy Dimitrios Efstathiou, and Senior Vice President, Chief Business Officer Sarah Kate Noftsinger, who have collectively held their positions for over four decades, will report directly to Culebro. They have been managing day-to-day operations for the past four months and will continue to contribute their expertise.
Culebro will work closely with AMBSE CEO Rich McKay and other leaders across the organization to build out the NWSL franchise, including assembling the soccer and business leadership teams, constructing a state-of-the-art training ground, and preparing Mercedes-Benz Stadium to host NWSL matches. AMBSE’s website provides further information on the organization’s structure and leadership.
Investment in Infrastructure: A New Training Ground
A key component of the NWSL Atlanta 2028 project is the construction of a new, dedicated training ground. AMBSE recently announced an agreement with the City of Marietta to purchase a nearly 33-acre property for the facility. The planned complex will include a 38,000 square-foot building and four full-size fields, along with two half-pitches, representing an investment of over $100 million. Construction is expected to begin soon, ensuring the NWSL team has a world-class training environment when it enters competition in 2028.
“It is an honor to join AMBSE’s highly successful leadership team and become part of an organization with such a strong culture and foundation already in place,” Culebro said. “I am excited to put my experience, passion and commitment at the service of Atlanta United and NWSL Atlanta 2028, working alongside a great team to build long term projects our fans can feel proud of — teams that truly represent the passion, energy and ambition of this city.”
The next major step for AMBSE and Culebro will be finalizing the soccer and business leadership teams for the NWSL franchise and continuing the development of the Marietta training ground. The organization is expected to provide further updates on these initiatives in the coming months.
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