Josh Blank, Mauricio Culebro, and Rich McKay on 6/22/26.
by: pwrftbl.com
An earlier copy of this post was published on: https://www.patreon.com/atlutdfantv/posts/atlanta-united-161813718
Atlanta - The new era for Atlanta United is here. Mauricio Culebro was introduced by AMBSE (Arthur Morris Blank Sports and Entertainment) CEO Rich McKay and Josh Blank, Vice President of Executive Strategy. Josh Blank is also the AMBSE owner and chairman’s son. He has been taking a more active role in the soccer side of his father's empire, overseeing the hiring of Culebro and sitting on the MLS board of governors.
We didn’t learn much about Culebro in this press conference. I do recommend you watch or listen to it if you’re able. There are many opinions that can be derived from his introduction, and this might be our last chance for a while to feel optimism.
You can view the entire press conference here.
Additionally, Nick, AJ, and Mike did a special live show (which you can view here) with Doug Roberson of Soccer With Doug to get a sense for what Culebro’s presser was like in person and offer initial reactions to today’s presser.
How did AMBSE find Culebro?
AMBSE hired Sportsology, a consulting group that specializes in sports management, to assist in their global search. More than 40 candidates from 20 leagues were interviewed. 4 months and many interviews later, AMBSE found their new president of soccer.
What was the criteria AMBSE looked for?
Josh Blank outlined 4 core principals.
- 1.
Previous operational excellence at a club level.
- 2.
Elevating Atlanta as the epicenter of soccer in North America.
- 3.
Experience in the women’s game.
- 4.
Values that match those of AMBSE.
Blank also underscored his success with winning trophies with Tigres on both the men's and women's sides. He underscored how his success was more than just trophies. He enjoyed great commercial success, doubling revenue in his four-year stint in Monterrey. Over the past 4 years, tickets have increased 15 to 25% per seatpick.
What will Culebro bring to Atlanta United?
Culebro mentioned frequently that he has vast experience in club soccer. He touted his humble roots at Club América, where he claimed to have been through it all, the good moments and bad. He discussed his experience in setting up transportation for the club. Culebro said that his biggest asset will be knowing the club inside and out.
He seemed unaware that fans have been suffering the past 7 years in Atlanta. When asked how Atlanta could be the epicenter of soccer, he discussed the atmosphere at the World Cup matches in Atlanta. He acknowledged what Josh said, that there are challenges ahead and he did not have many answers outside of giving him time and that he’s experienced all of this before. He believes that the talent to resolve the situation in Atlanta exists already on and off the pitch.
Culebro admitted that he didn’t play soccer and that he trusts the experts, specifically Chris Henderson and Tata Martino. He will allow for any roster decisions to be team decisions.
While acknowledging that he is still learning MLS and NWSL roster rules, he did not have a specific answer for how many more windows it would take for United to have the roster in a more competitive place. He believes that reaching the playoffs is a reasonable goal, as that would allow for a new tournament to occur, where anything can happen.
Where does this leave us?
Waiting. Simply waiting. While other teams in MLS have been making moves before the second half of the season resumes, Atlanta remains idle. It seems pretty clear that Culebro will not be a big factor in the technical area of club operations. While the clubs he was previously employed at have had undeniable great success, his contributions are on the business side of operations. We need more answers on whether the club will be raising ticket prices again. We need specific answers about what the club will be doing to improve its disaster of a 2026 season so far.
We’ve got USMNT World Cup coverage on the Five Stripe Playbook and on Patreon, as well as our transfer tracker for any Atlanta United updates. Make sure to join our discord to chat with the Fan TV community about all things Atlanta soccer.