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Atlanta United

Sarah Kate Noftsinger rejoining Atlanta United in new role

October 26, 2017. Atlanta United players gather in the field during the first round of the MLS playoff match at Mercedes-Benz stadium.
October 26, 2017. Atlanta United players gather in the field during the first round of the MLS playoff match at Mercedes-Benz stadium.
Doug Roberson
By Doug Roberson

Sarah Kate Noftsinger, whose work helped grow Atlanta United’s brand in the months before its first game before leaving to join Adidas, has rejoined the franchise as Vice President, Chief Business Officer.

The MLS team announced Noftsinger’s return on Monday. Georgia O’Donoghue will remain as VP of Business Operations.

“Skate has an extensive background in elevating the game throughout her entire career and knows our organization well, making her the perfect candidate for the role,” Atlanta United President Garth Lagerwey said in a portion of a statement provided by the team.

Part of her responsibilities will be to help decide how Arthur Blank’s $50 million donation will be used by the U.S. Soccer Federation during and after its move from Chicago to Atlanta. Noftsinger will also be responsible for Atlanta United’s business strategies, including marketing, sales and sponsorships. She is scheduled to begin Nov. 6.

Noftsinger joined Atlanta United in 2015 as its first director of marketing and fan engagement.

Through grassroots marketing, her department helped the club become the league leaders in attendance in its inaugural 2017 season and set records for kit sales. The franchise has led the league in that category every season since. She was named the league’s marketing executive of the year in 2017. Her team was twice named the league’s marketing team of the year. She resigned in 2020 to become Adidas’ head of sports marketing for soccer in North America.

“Atlanta United will always have a special place in my heart and I couldn’t be more excited to re-join the club,” Noftsinger said in a portion of a statement provided by the club. “This is truly an exciting time for soccer in our region and a massive opportunity to grow the game alongside U.S. Soccer’s relocation to Atlanta and the 2026 FIFA World Cup coming to Mercedes-Benz Stadium.”

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Atlanta United’s 2023 MLS schedule

Feb. 25 Atlanta United 2, San Jose Earthquakes 1

March 4 Atlanta United 1, Toronto FC 1

March 11 Atlanta United 3, Charlotte FC 0