A New Era for Atlanta Soccer
Mauricio Culebro, the former Chief Operating Officer of the Mexican Football Federation, has been appointed President of Soccer for AMB Sports and Entertainment (AMBSE), the organization that oversees both Atlanta United and the upcoming Atlanta National Women’s League franchise.
Culebro brings more than two decades of football operations experience, having guided Mexican clubs through significant growth and transformation. His tenure at the Mexican Football Federation honed his ability to manage both men’s and women’s programs, a skill set he says will be crucial as he steers Atlanta’s soccer initiatives.
A Strategic Choice
After a rigorous search process led by Sportsology, dozens of candidates were narrowed to a top five, then to two, before Culebro emerged as the clear choice. The selection criteria emphasized overall experience, expansion of Atlanta’s soccer footprint, expertise in women’s soccer, and alignment with AMBSE’s core values.
Rich McKay, CEO of AMBSE, described the hire as “very critical,” noting that Culebro’s vision aligns with the organization’s ambition to deepen its roots in a city that, despite a recent dip in Atlanta United’s on‑field performance, remains the epicenter of soccer in the United States.
Looking Ahead
Culebro, who arrived in Atlanta just a week ago and has already attended FIFA World Cup matches at Mercedes‑Benz Stadium, emphasized the city’s passion for the sport. “I’m committed to putting my experience to work for both clubs,” he said, adding that his first major decision will be appointing the next chief soccer officer for the NWSL Atlanta team.
He also stressed the importance of results on the pitch, acknowledging the current slump of Atlanta United while expressing confidence that the club can rebound and reclaim its position at the forefront of American soccer.
The appointment signals a pivotal moment for AMBSE as it seeks to broaden its soccer portfolio and reinforce Atlanta’s status as a national soccer hub.