Atlanta United FC’s Garth Lagerwey discusses media habits

CEO Garth Lagerwey said Atlanta and AMBSE aspire to become “the soul of soccer in North America.”Atlanta United FC

Atlanta is no stranger to hosting major global events, but the region has established itself as a burgeoning epicenter of soccer in the United States. Mercedes-Benz Stadium and the city of Atlanta are expected to host eight 2026 FIFA World Cup matches, and several friendlies and other competitions leading up to the event, CEO of Atlanta United FC GARTH LAGERWEY said these results are possible when you take the resources of a company like AMBSE and apply them to a growing sport like soccer. Lagerwey said Atlanta and AMBSE aspired to become “the soul of soccer in North America,” and with the announcement last year that US Soccer was building its headquarters in metro Atlanta, things seemed to set up.

Lagerwey said Atlanta United has seen how much interest the city has in soccer in the short time since he was appointed to the role in 2022. During the team’s home opener against the Revolution this season, 68,000 people filled Mercedes-Benz Stadium, which was among the top five in the world for soccer attendance that weekend. “We look at it like we’re gardening,” Lagerwey said. “We are currently trying to cultivate the ecosystem.”

For this segment of SBJ’s occasional show “In The Know,” we asked Lagerwey to highlight his must-see sites for news, information and entertainment.

Daily Podcasts:
SBJ Morning Buzzcast

Weekly podcasts:
Lex Friedman
Five-way final
Overtime Radio
Southern Fried Football

Daily newspapers:
Atlanta Journal-Constitution
New York Times

Weekly or monthly magazines:
Atlanta Magazine

Daily news programs:
CNN
ABC World News Tonight

Daily sports programs:
ESPN
Pardon the interruption

Websites:
Sports Affairs Journal
Athleticism
Atlanta Journal-Constitution
Five-way final
MLSsoccer.com
Scarves and pointe shoes
Apple News

Newsletters:
Axios Atlanta

Book currently reading:
“Mongolia” NEAL STEPHENSON


Go to music:
Sirius XM Hair Nation