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How two new clubs, Atlanta United and LAFC, in MLS embraced the 3.0 model and became the giants in the league from spending, relevance and marketing.

Sources:

Bernie Marcus and Arthur Blank for the Entreprenuer

https://www.entrepreneur.com/article/197614

Home Depot Founder To Buy Falcons by the AP

https://www.wired.com/2001/12/home-depot-founder-to-buy-falcons/

Falcons Owner Puts In Bid For MLS Franchise

https://usatoday30.usatoday.com/sports/soccer/2008-10-14-4126789750_x.htm

Atlanta Might Be Considered By Potential MLS Owner by Doug Roberson

https://www.ajc.com/sports/atlanta-may-considered-potential-mls-owner/7QkbejYIxLzKZUkht0palI/

Garber Reaffirms Miami, Atlanta Reaffirms As Expansion Favorites

https://sbisoccer.com/2013/12/indicates-expansion-favorites

Tycoons 10 Year Crusade to Get a Big Mac In Vietnam

https://www.reuters.com/article/us-vietnam-consumers/tycoons-10-year-crusade-to-get-a-big-mac-in-vietnam-idUSBRE9730BD20130804

Expansion LA soccer team plans new stadium on Sports Arena site by Kevin Baxter

https://www.latimes.com/sports/soccer/la-sp-la-soccer-stadium-20150518-story.html