Mauricio Culebro was officially introduced Tuesday as President of Soccer for AMB Sports and Entertainment, tasked with stabilizing Atlanta United and building a new National Women's Soccer League franchise from the ground up.
Culebro, who spent more than two decades in football operations and most recently served as Chief Operating Officer of Mexico's football federation, arrived in Atlanta just over a week ago. He has already attended FIFA World Cup matches at Mercedes-Benz Stadium and assessed the local soccer landscape.
"I have seen why Atlanta is the epicenter of soccer in the United States," Culebro said during a press conference at the Arthur M. Blank Family Office.
The hire comes as Atlanta United faces a significant challenge. Once an MLS darling that drew crowds rivaling international tournaments, the team has seen game attendance and fan energy noticeably decline from its electric early years.
Culebro will oversee operations for both the men's and women's franchises, a dual responsibility that few American sports executives have managed simultaneously. His most pressing task will be selecting a chief soccer officer for Atlanta's NWSL team within weeks.
CEO Rich McKay said the search process was exhaustive. Sportsology conducted a nationwide recruitment that began with dozens of applicants, narrowed to five finalists, then two candidates before landing on Culebro.
"It was a pretty thorough search, and we felt like this is a very critical hire," McKay told assembled media.
Josh Blank, VP of Executive Strategy, outlined four criteria that guided the selection: Culebro's operational track record, his ability to expand Atlanta's soccer footprint, expertise in women's soccer infrastructure, and alignment with organizational values.
Culebro's background running both men's and women's clubs in Mexico directly informed the decision. Whether those lessons will translate to Atlanta remains unclear, but leadership believes his experience navigating dual-gender operations provides a crucial advantage.
When asked about expectations and pressure, Culebro offered a pragmatic response: "At the end of the day, we're a soccer team, and the results have to come on the pitch."
The timing of Culebro's arrival during the FIFA World Cup, when MLS is on break, gives him a window to assess personnel and develop a strategic vision before the 2024 season.
