Right before the deeply embarrassing season finale in 2023, where the Falcons were blown out by the New Orleans Saints to seal up a third consecutive 7-10 season, I wrote that Arthur Blank should have already known Arthur Smith's fate. To me, that meant that if Blank was going to keep Smith based on a body of work that spanned 50 games at that point,
Owner Arthur Blank's group has brought the consulting firm Sportology, with whom they've partnered with for a while, in to work with them on the Falcons, as well as the MLS' Atlanta United and the new NWSL expansion team he was awarded (they've worked with Blank on building the NWSL club for a little while). For the Falcons' specifically, it's an overall health check on the team's operations.