A Message from Our President
First, let me start by saying that YOU are the most important part of Rugby ATL. Without your support, we are nothing. In developing and unveiling our new brand, we failed to include input from our core supporters, and I regret that. I’ve spent the weekend reading your comments—all of them—and it moved me to address you all directly.
When I became President of Rugby ATL, the team was in its
infancy, and success and sustainability depended on our ability to be grow and change—to stand out among other Atlanta teams and to
attract new fans. I spent my first season working in all aspects of the organization— from driving and loading the team U-Haul, to personally setting up Silverbacks Park for matches. It made me appreciate how special Rugby ATL is—and I realized that survival was not enough—Rugby ATL needed to disrupt and be bold if we were to take our place among the major sports teams in Atlanta.
Since the end of the 2022 season, I’ve built an amazing team who are excited about building this Rugby ATL with you. I made the decision to have a fresh start with a rebrand that felt authentic to the city, setting us apart from the other more established teams. We’ve also rethought the fan experience at Silverbacks Park. I’m proud of all these things.
A collaborative team that included input from coaches and players worked tirelessly for eight months on the rebrand. This morning, our official launch including an explanation the symbolism of the colors, design and the context of the new brand went live. On Friday, our social accounts pushed the new logo to our fans without any background and that was a mistake. It is my sincere hope that you will take the time to read and understand why we believe the new Rugby ATL is the right move for our team and our city.
We should have included you all in the rebrand process and invited you to build WITH us. As long-time supporters of Rugby ATL, you know that one of our PACE core values is Creating Change. As I am asking you to accept and embrace this change, I realize I also must learn from my mistakes. We heard from many of you that you would have liked fans to be heard before major decisions are made. That is why we are creating a Supporters Club where your voices will be heard moving forward.
Rugby ATL would not exist without our RATLERS—you are and will always be our core fan base. Wear your old gear proudly as a sign of your longstanding support. For those who do opt to purchase new merchandise, we hope you will wear the new colors with pride and embark on this new journey with us. Season ticket holders receive a discount on merchandise.
What I am asking is for you to support our players—they are working their asses off right now to win a championship for the city, and they need to know you’re behind them. I understand some of you will be upset with me and I’ll look to win back that trust, but please don’t waiver on supporting the boys. This is absolutely going to be our year.
I would like to invite you to join one of two live sessions for Q & A’s and an opportunity to hear directly from our leadership team.
- Monday, January 23 at 8pm ET via Facebook live on Rugby ATL’s Facebook page. Attendees will be able to submit questions via Facebook Messenger.
- Wednesday, January 25 at 7pm at Rugby ATL Headquarters located at
598 W. Atlanta Street SE, Marietta, GA 30060.
Thank you, Ratlers.
Amanda Windsor White
President, Business Operations Rugby ATL