News Summary
Atlanta United is set to debut a groundbreaking Major League Soccer studio as part of a $23 million expansion of its headquarters. The new facility will feature multiple studio spaces, advanced technology, and a podcasting area, all aimed at enhancing fan engagement and content creation by 2026. Named the Emory Healthcare Studio, this innovative space will play a vital role in producing dynamic visual storytelling and fulfilling the content needs of the Atlanta United community.
Marietta, Georgia – Atlanta United will debut a “first-of-its-kind” Major League Soccer (MLS) studio later this summer as part of a $23 million expansion of its headquarters. This state-of-the-art facility is slated to begin producing content by 2026, promising to elevate the club’s engagement and outreach to its fans.
The new studio will comprise three specialized areas: a large studio, a smaller studio, and a dedicated podcasting space. Atlanta United’s Senior Vice President and Chief Business Officer, Sarah Kate Noftsinger, noted that the large studio will be comparable in size to ESPN’s “SportsCenter,” featuring multiple cameras and advanced LED screen displays that will facilitate a range of content production.
As part of the expansion, the club aims to stay ahead of trends in soccer-related technology. Noftsinger emphasized the need to incorporate feedback from supporters and partners regarding the types of content they want to see. To address these needs, the team plans to engage in an “intense listening period” over the next six months.
Over the past 16 months, Atlanta United has conducted detailed research to determine the best approach for constructing the new studio. Design elements for the facility drew inspiration from existing setups used by the Atlanta Falcons, local movie studios, and national platforms such as Apple. This thoughtful approach aims to ensure the studio meets the expectations and interests of soccer fans effectively.
Emory Healthcare has secured the naming rights to the studio and will serve as the official healthcare provider for Atlanta United. This arrangement enhances the significance of the Emory Healthcare Studio, which will form an integral part of the expansion and add 20,000 square feet to the Children’s Healthcare of Atlanta Training Ground. Following the expansion, the total financial commitment towards the soccer complex will now total $85 million.
The features within the large studio are designed to elevate visual storytelling experiences. Key features will include multi-camera shoots, a large video wall, and customized lighting setups to create dynamic visual content. The smaller studio has been strategically designed with curved walls to eliminate photographic or video seams, ensuring a seamless presentation. Additionally, a newly constructed second floor will house a podcasting studio dedicated to audio storytelling, further broadening the content offerings available to fans.
A fully integrated control room will link the various areas of content creation, ensuring smooth collaboration and efficiency. Additionally, a dedicated press conference room will support the teams’ media interactions. While the studio’s design and capabilities aim to enhance the quality and frequency of content available to fans, Noftsinger clarified that the primary goal is not to generate revenue but to fulfill the content needs of the Atlanta United community.
The anticipated launch of the first pieces of content produced from this innovative studio is expected to occur in 2026. As Atlanta United continues to shape its engagement with fans, this expansion represents a significant step towards creating a deeper connection through enhanced media offerings.
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Additional Resources
- Sports Business Journal: Atlanta United Opening MLS Content Studio
- Atlanta United: Unveils Renderings for Emory Healthcare Studio
- AJC: Atlanta United Will Soon Open New Content Studio
- MLS Soccer: 2025 Regular Season Schedule Information
- New York Times: Henderson on Atlanta United and Messi
- Wikipedia: Atlanta United FC
- Google Search: Atlanta United news
- Google Scholar: Atlanta United content studio
- Encyclopedia Britannica: Major League Soccer
- Google News: Atlanta United
Author: STAFF HERE ATLANTA WRITER
ATLANTA STAFF WRITER The ATLANTA STAFF WRITER represents the experienced team at HEREAtlanta.com, your go-to source for actionable local news and information in Atlanta, Fulton County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as vibrant music festivals like Shaky Knees and Music Midtown, major cultural celebrations including Dragon Con and the Atlanta Film Festival, and iconic sporting events like the Peachtree Road Race. Our coverage extends to key organizations like the Metro Atlanta Chamber of Commerce and the Atlanta Convention & Visitors Bureau, plus leading businesses in logistics, beverages, and retail that power the local economy such as Delta Air Lines, The Coca-Cola Company, and The Home Depot. As part of the broader HERE network, including HEREAugusta.com and HERESavannah.com, we provide comprehensive, credible insights into Georgia's dynamic landscape.
