Atlanta United Expands Creative Horizons with New Emory Healthcare Studio in Marietta
Atlanta United Unveils Cutting-Edge Emory Healthcare Studio: A Game-Changer for Soccer Content Creation
As the 2025 Major League Soccer season approaches its conclusion, Atlanta United is celebrating the inauguration of its state-of-the-art Emory Healthcare Studio at the Children’s Healthcare of Atlanta Training Ground located in Marietta, Georgia. This innovative production space, designed by industry experts Alpha, is poised to elevate the club’s digital presence with three dedicated rooms designed for live shoots, photography, and podcasting.
Transforming the Training Facility with Advanced Production Capabilities
The new studio marks a significant upgrade from Atlanta United’s previous operations. “What we’re going from to what we have now is a whole new world,” says Matt Moore, the club’s director of broadcast and video production. “The capabilities are endless, and with this technology, we can do pretty much anything and everything that people are asking for.”
Enhanced Production Space to Meet Soccer Fever in Atlanta
With soccer’s rising popularity in Atlanta, Atlanta United is committed to delivering high-quality content that resonates with its passionate fanbase. The newly established studio aims to fulfill this mission by providing a permanent and purpose-designed space for content creation, a vital factor for maximizing engagement.
Prior to this upgrade, the club struggled with a cramped setup that limited its ability to innovate. Moore reflects, “We did a lot with the little room that was given to us, but it was very cramped and not ideal for how we’re trying to innovate.”
Investment in Content Creation Aligns with Major League Soccer’s Future
The Atlanta United studio project represents a larger trend in professional sports, where teams are increasingly recognizing the value of content generated away from game days. Jointly backed by AMB Sports + Entertainment, Atlanta United’s parent organization, and led by notable executives, including Arthur M. Blank, the investment underlines Atlanta United’s goal to become a frontrunner in MLS structure, content production, and overall player well-being.
Collaborative Efforts with Industry Experts to Realize a Vision
To bring their ambitious vision to life, Atlanta United partnered with Alpha, the same company responsible for developing the Ticketmaster Studios for the Atlanta Falcons. Jeff Volk, EVP of strategic accounts for Alpha, emphasizes the significance of this collaboration, stating, “We’re looking for a way to capitalize on that and be a leader, not just in MLS but a global leader.”
Overcoming Challenges to Deliver a World-Class Production Facility
While the project faced some challenges, including delays caused by global economic conditions and tariffs, the team’s thorough planning facilitated a smooth development process. “We had to manage price changes and availability of products,” explains Volk. “This impacted everything from budgeting to scheduling.”
Well-Equipped Studios Designed for Versatility
The Emory Healthcare Studio features a main production area for live series, match coverage, analysis, and a secondary space dedicated to photography shoots, Media Day sessions, and supplementary video projects. Key amenities include:
- A 14.5-ft LED wall for dynamic backgrounds
- State-of-the-art audio-visual equipment, including Grass Valley LDX 92 cameras
- A centralized control room to streamline production workflows
- A fully equipped podcasting station for audio content
Preparing for the Global Stage: The 2026 FIFA World Cup
The eyes of the world will be on Atlanta as it prepares to host games for the 2026 FIFA Men’s World Cup. With this momentous event on the horizon, Atlanta United’s new studio is well-positioned to leverage the excitement surrounding soccer. Moore believes that the facility will not only enhance game-day production but serve as a hub for community engagement through various media formats.
Future-Focused Goals: Engaging Fans Like Never Before
As the club gears up for another season, it aims to elevate fan engagement and showcase player personalities more effectively. “We want to build our players into stars and have our fans feel like they’re in the building with the team,” said Moore. “Our upgraded technology will allow us to create visually appealing content on a weekly basis, further enriching our interactions with supporters.”
With the Emory Healthcare Studio, Atlanta United is poised for a groundbreaking year leading up to the World Cup, setting a new standard in MLS content production and community connection.
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