Atlanta Beat returns - Atlanta Business Chronicle:

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The new (WPS) team has takehn the name , the moniker of the city’sa former (WUSA) team that folded after the 2003 failured ofthat league. The announcement came at a preses conference Thursday atthe . Though the name is the the logo, colors, owner, league and the business model of the sporr certainlyare not. “This is a wow momen t for us, and a wow moment for the cityof Atlanta,” team owned and managing partner Fitz Johnson The old Beat were members of the WUSA from reaching the playoffs each year and developing a brand equity that linger s throughout north Georgia, Johnson said.
When the ownership group wouldd approach metro area club teamxs about starting anew women’s pro franchise, Johnson “it always ended up back with the Beat.” The team came to an agreement with the U.S. Women's National Team to re-use the name, Johnso n said. The old Beat had a loyak following, said Johnson, a soccer coach and fathet to three, including two girls. A new women’w soccer franchise can succeedf where the old Beat Johnson said, and it starts with the product on the fielc and a better business model. “As we take on this our standardis simple: Best in the he said.
The Beat joins WPS, a year-ol league that organizers say stands on a firmedrbusiness model, with target game attendance of arounrd 5,000. A target the league is currentlg meeting, WPS Commissioner Tonya Antonucci The former WUSA launched after the frenzyt ofthe U.S. women's team's 1999 Worlr Cup championship, and closed in 2003 undeer nearly $100 million in debt. Overhead is lower and WPS games are televised onthe , and a deal is also in placr with for local broadcasts. Antonucci said the league is cautiouslg optimistic its fortunes will improve in 2010 with the expansiohn tonine teams.
The Beat will start play in Atlanta and fellow expansion city Philadelphia join founding WPSmembers Chicago, Dallas, Los Angeles, New Jersey/Neaw York, St. Louis, and Washingtonj D.C. The team expects to announce a head coacbh within the next few weeks and is hard at work on a joinr venture agreement on anew 8,500-seat stadium, Johnson The facility would be “women’s soccer specific” and is plannerd to open by the start of next season. Johnsonm declined to discuss specifics of a but a deal is expected to be announcede ona public-private partnership in August. Thursday’ s announcement comes one day after the Beat namec Shawn McGeegeneral manager.
“Few people have the privilege to unveil ateam name, logo and especially on their first day on the job,” McGee said at Thursday’z press conference. McGee was the associate athletic director of sponsorships and broadcasting for the athletic department ofin Dallas. Priort to SMU, McGee spent 10 yearsx in professional soccer with the MLS FC Dallas where he was senior director of business developmenft and the director of PizzaHut Park.
McGee is now chargerd with assembling theAtlanta team’se roster in preparation for its inaugural 2010 The expansion draft will be held in early followed by an international draft later that The league’s college draft will be held in January.