MLS is trying to build a relationship with their communities through supporters groups and youth academies. Which I think is a great idea to build a sense of community. That helps build a solid base to expand of. NHL should try something like that. Just putting a team in a new market doesn’t instantly make hockey stick there. That’s why you have so many teams that struggle financially once they run into poor form and have to rely on being good to stay relevant in their cities.
I think a number of franchises are involved in helping to get rinks built and getting local rec/youth/high school leagues going, but it does feel like the league and individual franchises could/should be doing more.
Going full off topic hot take for a moment... I think the NHL should abolish the draft*. It would force franchises to invest heavily in programs introducing kids to playing the game (including some who otherwise would never get the chance to try it) and academies to develop the kids who show natural talent (including some who otherwise can't afford to spend stupid money playing the level of hockey required to pursue a future in it). The GTA/GH started producing a steady flow of NBA talent within 15 years of the Raptors coming to town, unfortunately it seems to take a lot longer for the same sort of thing to start happening with hockey, and no doubt the (lack of) accessibility of the sport plays a huge role.
*I'm pretty sure I don't honestly believe this is a great idea, but it's an interesting hypothetical to think about.
Anyway, back to Atlanta's soccer team. It's not like they unlocked some sort of secret to success. It's a new team, playing in a new stadium, and they are scoring a lot of goals while winning a lot of games. If/when they go through a period of sucking interest/enthusiasm will decline, and as the team rebuilds and improves so will interest/enthusiasm. You know, just like almost every other sports team in NA (and other places).