Atlanta United Names Chemistry Creative Partner for Inaugural Season Brand Campaign

ATLANTA (March 3, 2017) – Atlanta United, FC, one of Major League Soccer’s (MLS) 2017 expansion teams, has named independent agency Chemistry its creative partner for the development of the inaugural season brand campaign. Chemistry will work with Atlanta United’s executive team on digital advertising, out-of-home, social and guerilla marketing.


“In our inaugural year, it was important for us to work with an agency that knows Atlanta and understands what the club is trying to build. Chemistry gets it. It’s not about selling tickets. It is about delivering passion, inspiration and world-class soccer to Atlanta — and making a deep personal connection with our fans,” said Sarah Kate Noftsinger, director, marketing and fan engagement. “Chemistry continues to innovate with us daily. By taking risks and evolving our creative approach to stay ahead of the constantly changing media, digital and TV landscape, we are even more united and strengthened partners.”


Chemistry’s first project for Atlanta United was the production of a dynamic video that debuted at the team’s uniform unveiling event in November. The marketing campaign is now fully launched as the team’s inaugural game approaches on March 5 against the New York Red Bulls. “Unite & Conquer” is consistently used in all creative executions to encourage fans and players to join together and be a force in the MLS. Black and white images of fans and players are consistently used together, with the team’s red, black and gold colors shining through each photo.


“We’re excited to help introduce a new professional sports team to the southeast,” said Tim Smith, president of Chemistry Atlanta. “We’re really energized by the excitement that the city has for Atlanta United. It is an opportunity for our agency to create a brand that kids will grow up with and Atlanta will rally around.”