The “Five Stripes” and Atlanta’s upcoming NWSL squad just got a massive injection of championship DNA. Arthur Blank has officially named Mauricio Culebro as the President of Soccer for AMB Sports and Entertainment (AMBSE).
In this newly created powerhouse role, Culebro will oversee every aspect of Atlanta United and the highly anticipated NWSL Atlanta 2028 expansion team. Reporting directly to AMBSE CEO Rich McKay, Culebro arrives in the A with one mission: returning Atlanta to the pinnacle of global soccer.
A Résumé Built on Silverware
If you aren’t familiar with Culebro’s work in Liga MX, buckle up. He isn’t just an executive; he’s a winner.
- The Tigres Era: Over the last five years as President of Tigres UANL, Culebro turned the club into a North American juggernaut. Under his watch, Tigres secured titles in Liga MX, Campeón de Campeones, and the Campeones Cup.
- Women’s Soccer Specialist: Perhaps most importantly for our 2028 NWSL launch, Culebro is a master of the women’s game. He led Tigres Femenil to four Liga MX Femenil titles, making him the only club president in Mexico to win both men’s and women’s championships with two different clubs (Tigres and Club América).
- World Cup Ready: As the former COO of the Mexican Football Federation, Culebro headed the operational planning for Mexico’s 2026 FIFA World Cup host cities. He knows exactly what’s coming to the Benz this summer.
Restoring the “Gold Standard”
Arthur Blank didn’t mince words about the expectation for this hire. “Mauricio is not new to building and operating successful global soccer clubs,” Blank said. “I am fully confident in his ability to help return Atlanta United to the level our fans deserve.”
While Culebro takes the helm, the boots on the ground remain familiar. Chris Henderson (CSO/Sporting Director), Dimitrios Efstathiou (VP of Strategy), and Sarah Kate Noftsinger (VP/CBO) will all stay in their current roles, now reporting directly to Culebro. This structure blends Culebro’s global vision with the deep MLS and NWSL expertise already in the building.
The Road to NWSL 2028
Culebro’s to-do list is already a mile long. Beyond elevating the men’s side, he is now the architect for the NWSL’s arrival in Georgia.
- Training Ground Construction: He will oversee the development of the recently announced $100 million training site in Marietta.
- Stadium Upgrades: He’ll coordinate NWSL-specific modifications for Mercedes-Benz Stadium to ensure it’s “World Class” for the women’s game.
- U.S. Soccer Liaison: Culebro will serve as the primary link between the Blank family and the U.S. Soccer Federation, especially as the new Arthur M. Blank National Training Center opens nearby in Fayetteville.
Related ASN Coverage
- NWSL Atlanta’s $100M Marietta Training Site: Everything You Need to Know
- The “Five Stripes” 50: Stian Gregersen and Alexey Miranchuk Hit Career Milestones
- Global Hub: How the New U.S. Soccer HQ is Changing the Face of Georgia Soccer
ASN Call to Action: Is Mauricio Culebro the missing piece to get Atlanta United back to MLS Cup glory? And how hyped are you for a leader with four women’s titles under his belt to launch our NWSL team? Let us know in the comments! #ATLUTD #NWSL2028 #UniteAndConquer #FiveStripes #AtlantaSoccer #MauricioCulebro #ASN
Author: Quique Lopez
Quique Lopez is the founder and president of Atlanta Soccer News, which has covered Georgia soccer since 1991. He brings a sharp eye for the game and deep respect for the people who built it, from high school rivalries and youth academies to ADASL, pre-professional clubs, Atlanta United, and the national teams. His work connects the action on the field with the coaches, players, families, and communities behind it. For Quique, every match is part of a bigger Georgia soccer story—and the next chapter is always worth telling.