When 20,000-plus fans fill the lower bowl of TCF Bank Stadium on Saturday evening for Minnesota United's final home match of its inaugural MLS season, the crowd won't be as loud as the 43,185 voices the Loons heard Tuesday inside Atlanta United's roofed Mercedes-Benz Stadium.
But it will be louder for longer because Loons supporters tend to chant nonstop for the full 90 minutes.
"Their fans were great, and they had a ton of people in there," Loons center back Brent Kallman said of Atlanta. "But they don't have the singing and the fan culture, I don't think, yet that we already have established."
In that area, Minnesota United, which clings to a minuscule chance of making the playoffs, has something on fellow first-year expansion team Atlanta United. That, and the two teams split their head-to-head meetings this season. But in many other aspects, Atlanta United has set a new precedent for expansion teams by clinching a playoff spot and breaking attendance records in its debut.
Upon arriving at Hartsfield-Jackson Atlanta International Airport, Atlanta United advertisements run on digital billboards in the terminals. Walking around downtown Atlanta's Peachtree Center, a shoeshine stand sports an Atlanta United flag and towels hanging from its railing. All are signs that this new team has already built a presence in the city.
"When you are in Atlanta, especially downtown Atlanta, you can feel the team when you're in that city," said Dan Courtemanche, MLS' executive vice president of communications. "And that is extremely impressive for a market of that size."
Atlanta United leads the league in attendance, averaging 46,956 per match, and set the league's single-match attendance record of 70,425 on Sept. 16. On the pitch, the club is third in the Eastern Conference, just the fourth expansion team to make the postseason and already one of the top four offenses in MLS history for goals and goal differential.
How Atlanta United achieved that success right from the start essentially comes down to spending money to make money.