Hear Us Roar

Lore & Background

When Atlanta United FC entered MLS in 2017, the club promised a new era for American soccer centered on atmosphere. Mercedes-Benz Stadium, a multi-purpose venue, features a retractable roof—a design shared by only one other MLS stadium at the club's inception (BC Place) and by at least three MLS stadiums as of 2024. The "Hear Us Roar" slogan became a rallying cry during the historic 2018 MLS Cup victory, where the stadium reached capacity in celebration (though the final was a neutral-site match hosted at Mercedes-Benz Stadium, not a regular-season home game). This culture helped Atlanta set single-season attendance records that were later broken by the club itself and then surpassed by other clubs, proving that passion could drive success on the pitch.

Reader's Guide

Matchday at Mercedes-Benz Stadium is a sensory overload of sound and color, defining the modern MLS experience. The South Stand serves as the heart of the supporter section, where organized groups like The A's lead coordinated chants and loud drumming rituals from kickoff to full time without pause.

Fans arrive hours early for tailgating in the surrounding plaza, building community before entering the turnstiles. Upon entry, the LED tunnel walk provides a dramatic visual spectacle before players emerge onto the pitch under bright lights. Specific rituals include the pre-match anthem sing-aloud and the collective roar after goals, which often shakes the stadium structure itself.

The club has become integral to Atlanta society, representing civic pride beyond sports during the expansion era. The "Hear Us Roar" identity bridges diverse neighborhoods, making every home game a celebration of the city itself rather than just a sporting event for the wealthy.