SECTION 1. THE CLUB

CLUB'S NAME
1st Reference
Atlanta United
2nd Reference
ATL UTD
ATLUTD (without the space) should only be used for social media copy as a hashtag
3rd Reference
Atlanta
4th Reference
the club
To be used only when there isn’t a previous mention of another club 

- Atlanta United FC is used for formal executions only.

- United, AU, AUFC, ATLUnited, AUnited, AtlantaUTD, ATLU or any other acronyms not mentioned above should never used.

CLUB’S KEY LANGUAGE & NICKNAMES
Unite & Conquer
For communications and editorial use (never to be broken up or altered.)
#UniteAndConquer
Only to be used as a hashtag
5-Stripes
Not "Five Stripes"
5-Stripes Don't Stop
#5StripesDontStop
Used mainly for player and personnel announcements 
Conquered
Only used following a title/championship
Kings of the South
AMB Sports and Entertainment
Ampersand (&) should not be used
“AMBS+E” should be used for graphics only
“AMBSE” can be used as a second reference 
Mercedes-Benz Stadium
“MBS” can be used as a second reference
“The Benz” should never be used
CLUB-SPECIFIC TERMS
Golden Spike
Golden Spike of Excellence
When referring to the player’s recognition from the supporters following a match
Supporters / 17s
Any person with an affinity or interest in Atlanta United
Official Supporters Groups (OSGs)
Members of one of the six OSGs:
All Stripes 
Footie Mob
LA12 (pronounced: "lah-DOH-sse")
Terminus Legion
The Faction
Resurgence
Supporters Section
This section is not exclusive to OSGs members and include casual supporters, season ticket members, and more 
The Gulch
Non-profit organization and legal entity that represents the six OSGs
Season Ticket Member
"STM" can be used as a second reference
Flags Out
5-Stripe Friday
GA 100
Unite & Conquer Cancer
"U&CC" can be used as a 2nd reference, but 1st reference is preferred  
Salute Our Troops, presented by Global Payments
Sponsor name should always be included in the first reference
Atlanta United Unified Team, presented by Gallagher
Sponsor name should always be included in the first reference
Unified Team can be used as a 2nd reference 
ATL UTD Pup
To be used when referring to the program
Use the dog’s name as a first reference always
Always include a mention to America's VetDogs 
CLUB'S MARKETING SPECIFIC TERMS
The 17s Kit
Team's primary club uniform
Resurgens Kit
Team's secondary community uniform
CLUB OFFICIAL HASHTAGS
Primary
#UniteAndConquer (Don’t use with the ampersand (&) as it will break the hashtag)
#WeAreTheA
#SomosAtlanta
#ATLUTD
Secondary
#5StripesDontStop
#WeReady
#RowdyAndProud
#VamosATL
#WayDownSouth
#FlagsOutATL
CLUB DEPENDENCIES
Front Office
Arthur M. Blank, Owner and Chairman 
Steve Cannon, Vice-chairman, AMB Sports and Entertainment 
Garth Lagerwey. Atlanta United President and CEO
Carlos Bocanegra, Vice President and Technical Director
Georgia O’Donoghue, Vice President, Business Operations
Dimitrious Efstathiou, Vice President, Soccer Operations & Strategy
Andy Skorupksi, Vice President, Chief Financial Officer
Coaching Staff
Gonzalo Pineda – Head Coach
Rob Valentino – Assistant Coach
Eugenio Villazón - Assistant Coach
Diego de la Torre – Assistant Coach
Liam Curran – Assistant Coach
Steve Cooke - Atlanta United 2 Head Coach
First team
Exclusively when talking about players in the first team roster 
Atlanta United Academy
Atlanta United Regional Development School 
Atlanta United Foundation 
Atlanta United 2
"ATL UTD 2” can be used as a second reference 
When referring to the second-tier team or its players 
Atlanta United Youth Soccer 
Atlanta United Camps & Clinics 

For any other department and area of the club, please refer to the “Club” section of the website.