055: Atlanta United's Matt Moore on Launching a Sports Team and Building a Community



If you live in Greater Atlanta, then you’ve heard of the city’s newest sports team: Atlanta United FC. In 2017, it’s inaugural year, excitement for the new soccer team completely took over the city of Atlanta. Today on the podcast, Jeff and Shane sit down with Matt Moore, the person behind the successful launch. He’s sharing his experiences over the last two years of building community buzz, testing content on social media and truly getting to know and connect with your customers.

Welcome to Episode 55 of The Executive Minds Podcast.


Atlanta United FC

Atlanta United on Facebook

Atlanta United on Twitter

Atlanta United on Instagram

Atlanta United on The Executive Minds Podcast


1. Bring your customers on the journey with you.

Atlanta United didn’t launch until 2017, but the efforts to build community excitement and sell season tickets began in 2015. Without a launched product, Matt used social media to take people along the journey as they staffed their team, created merchandise and signed players. By the time Atlanta United was ready for their opening season, the city was ready to support them.

2. Prototype as you get to know your audience.

One of the best parts about social media is that you can listen to what your audience likes… and doesn’t like. Matt told the story about how, on President’s Day, they photoshopped Atlanta United scarves onto old Presidents. They quickly discovered that their audience didn’t like that. Not every idea is going to be the best one, learn and adjust each time.

3. Don’t be afraid to look at what other people are doing.

When launching, there’s a lot of pressure to do something nobody else has done. But, that doesn’t mean you can’t pull inspiration from companies you admire. If you feel in over your head with a launch, find a brand you respect (in or out of your industry) and study their past launches. What did they do well? What didn’t they do well? What would you have done?