International Women's Month is the perfect time to platform and honor the pillars that women are in the sports industry, and Atlanta United is joining in on the celebration. The club's Women in Sports match Saturday, March 14 will feature women all over the pitch and across Mercedes-Benz Stadium: the ball girls, the honorary captain, the National Anthem singer, the player mascots and many more.
But it'll be more than just the match proceedings that involve women, and it won't just be for this one match. Atlanta United and AMBSE wouldn't be functional without the influential women who work across the organizations. They do it all in sports, a traditionally male-dominated field where they're often asked to do even more to stand out.
Here you can read a little bit more about some of the many women who are the lifeblood of Atlanta United and AMBSE. They spoke about their career paths, their biggest accomplishments, their challenges, womanhood, and how, above all, they’ve thrived in the sports industry:
Having worked your way into the sports industry, could you talk about what brought you to it?
I have always been a huge sports fan and played a lot of sports and on top of that, I grew up in Atlanta, so I've always loved how our sports are engrained in our city culture. Digital asset management roles aren't super common, so when I saw this role pop up, it immediately caught my eye: getting to work in what I'm passionate about but also being able to do it in the best venue in sports for the biggest club in the country and for my home team? Say less! After being in sports for a few years now, I can say that what makes me come back season after is season is how tight knit this community is. Working in sports can bring some unusual hours & unique job responsibilities, but the more people I've gotten to know in this industry, the better person I feel like I become. Everyone is so dedicated to not just the sport but to the fans and the community that there is such a true purpose working in sports and working for Atlanta United.
How has your experience as a mother shaped you and, if at all, changed your outlook on your career?
Motherhood has changed my perspective on everything I do and there's such a joy in each day because I get to share everything with her. Every time I work on a project, arrive for a matchday, or drive to work, I'm constantly thinking about the example I'm setting for my daughter and how I can make her proud of what I'm doing. I want to show her that you can pursue your passion, work hard for what you want, and achieve your goals at work and at home. Especially having a daughter, being a woman in sports means even more to me; my main purpose in my career is always framed in paving the way for her to have more access to sports, whether that be playing them or working in them like me one day!
You’ve got a background in coaching soccer at various levels, how much pride do you get in growing the game with your work?
I’ve been passionate about the game for as long as I can remember, starting when I first began playing at four years old. Because soccer has been such a constant in my life, having the opportunity to contribute to the growth of the game now truly means a lot to me.
The sport has taught me countless life lessons and played a major role in shaping who I am today. Many of the values I still hold, along with some of the best memories of my life, came through my experiences in soccer. Being able to pass those lessons and that passion on to the next generation is something I take a lot of pride in, and it’s honestly a dream come true.
Having worked your way into the club’s Academy from a start in Fan Services, what advice would you give to women looking to make lane switches in their own careers? The advice I would give to women looking to make a career switch is to make the most of every opportunity you’re given and show up each day with a “get it done” attitude. The work you put in on a daily basis can have a huge impact on when and how your next opportunity comes along.
Starting in Fan Services taught me a lot of valuable skills that I still rely on today in my role as a Team Administrator. The experience helped me grow professionally and prepared me for the next step in my career. Looking back, I’m grateful for the path I took and the lessons I learned along the way, and I wouldn’t change my journey to where I am today.
Atlanta United’s social presence is, in many ways, shaped by you. How important is authenticity in that space and how do you achieve that?
Social is a form of media where people expect the content to be a bit more unfiltered and real. Polished, highly produced perfection might not always be as relatable as a quick phone clip.
You see it all across sports social—fans increasingly resonate with content that humanizes athletes and brings them down to earth. Recognizing the team as people rather than numbers on a pitch. With Atlanta United being such a tight-knit, community-focused club, this rings especially true—the supporters and people of Atlanta off the pitch are just as important as the athletes on it.
As the digital extension of the team, we balance business and sporting initiatives with sentiment of the team. How do we do that? That’s really our whole job, figuring out that line. But a big part of it is being in tune with the fans and hearing what’s important to them. They’re our audience, and we want to make sure we’re giving them every opportunity to increase their fandom. Is that closer insight to player personality? Is it the behind-the-scenes of a matchday? We want the club and the supporters to feel like a community, all working towards one goal.
As a woman in sports, what traits do you think are most important for you to excel in your work?
Having ideas. No one can argue with a good idea. From my time as an intern, to coordinator, and now manager, I’ve challenged myself to be creative and to come up with new, fresh ideas (and to express them, not just keep them inside). Take care of yourself. Don’t be afraid to do things differently than others. Take time for the things you need in order to be well-rested and successful, so that when you’re at work, you’re dialed and ready to rock. It helps your career, and it lifts up everyone else around you as well. Be consistent. Building up good habits day-in, day-out, is ultimately what speaks volumes about your character as both a person and professional. When people respect who you are and what you do, you don’t have to fight to be heard—they will ask you for your advice.
From playing Division I soccer to being ingrained in a professional club, you’ve committed so much of your life to soccer. What keeps you coming back?
When I finished playing soccer at the University of Florida in 2022, I was honestly pretty burnt out from the sport. After experiencing three coaching staffs in four and a half years in college, soccer had started to feel heavy. At that point, I felt like the game had served its purpose in my life and had already given me an unimaginable amount of memories and relationships. However, when I started my seasonal position with Atlanta United in 2023, I found myself falling back in love with the sport the same way I did nearly 20 years ago. Soccer has a unique way of bringing people together — it’s an unspoken language shared by people all over the world. I’m incredibly honored to play even a small part in this club. I grew up in this city, but in many ways, this sport raised me.
What do girls and women aspiring to work in sports need to know about the industry?
Girls and women aspiring to work in sports should know that their voice is necessary in this industry. Women have a unique ability to see the bigger picture while still focusing on the small details, and that perspective is incredibly valuable in the sports world. I would also encourage them to take up space and be confident in who they fully are. The industry benefits from diverse voices, perspectives, and leadership.
How have you found your feet at the club after transitioning over from roles with Mercedes-Benz Stadium and the Falcons?
Honestly, it’s been a really fun transition. I’m approaching my fifth year with AMBSE, so having that foundation within the organization made the move feel really natural. Stepping into the Atlanta United side has opened a whole new perspective, especially seeing and learning supporter culture and the impact the club has in the community. I’ve been able to bring lessons from my time working across operations and events with Mercedes-Benz Stadium and the Falcons, while also getting back to my community roots in this role. I’ve really been trying to be a sponge, learning as much as I can and taking in a different side of the business. Honestly, I’m loving every minute of it.
What was one dream you had and when did you realize that you had achieved it?
I wouldn’t say I had one specific “dream.” Early on, I aspired to be a Director of Football Operations at the collegiate level, but beyond that my goal was really just to be a kickass woman in sport — someone who breaks barriers, makes history in their own way, and is a great friend and colleague along the way.
Over time, I realized that what matters most to me is using my voice and my position to help other women see that there really isn’t a glass ceiling in this industry. I want to be someone who shows women that sport is a place for them, even if they’ve been told/feel they don’t belong or don’t fit the mold. If I can help make the path a little clearer and remind women that they are capable of being exactly where they want to be, then I feel like I’m doing something meaningful.
You’ve lived and breathed soccer your entire life, whether it’s been playing collegiately, coaching or working for Atlanta United. What keeps bringing you back?
I started playing when I was four and never once considered another sport because I knew it was where I belonged. Working out, specifically running, has always been my stress reliever. But I would say football is my escape. My last match - senior year of college - was probably one of the toughest moments I’ve experienced in the sport because I felt like one of the few things I knew was constant, I wasn’t going to have anymore. The saying “I can’t… I have football” didn’t apply to me anymore. It honestly felt like a breakup.
Once graduating I wanted to find a way to stay in the sport in some capacity. I was always told that I was too small to play in college and that I would never make it, so that pushed me to go into coaching and be the encouraging voice for girls like me. I wanted to show them that the limits people put on you, are not definite. I value the coaches I had growing up that encouraged me, pushed me out of love, and never made me feel incapable. We need more coaches like that, so that’s where I started. Coaching lead me to Atlanta United and that took me to the first team digital position I’m in now. An insane journey to where I’m at now, but all through it I was told I wasn’t good enough and I continually proved people wrong. I think that’s why I love this sport so much. It’s taught me to have grit to get through the mess and it’s taught me that regardless of who you are or what you look like, you can have success. I’ve met so many incredible people through this game, people from all walks of life. What keeps bringing me back is the pure joy football makes me feel.
What would you like to tell young girls and women reading this about fighting to achieve your career goals?
It’s no secret that the sports field as a whole is run mostly by men, but to be able to step in a predominately male field and represent for women, is something I take so much pride in. Never change yourself to fit in. I feel, as females, we feel we have to dim our light in order to be a perfect fit for the sports world. We can’t wear our hair down when we’re near the pitch, we can’t wear too much makeup, we have to look a certain way to be treated as equals. The whole monologue from The Barbie movie is exactly how most females feel in general but I feel it extra in the sports world. Attention is already drawn to you because you look different, so it’s about using that attention to create a platform for those following your footsteps. When I am able to step onto the pitch on matchday to create content knowing that there are young girls filling the stadium around me, and they see me thriving surrounded by men, it brings me so much joy. I love getting to represent them and show them what’s possible.
Always be open to what God has in store for you. You’re exactly where you need to be, don’t rush the process or you’ll miss where you’re at right now. No need to fast forward to you being at your peak. You go through everything beforehand to teach you lessons and grow into who you are meant to be for the future and to help others around you. You never know where you will end up or whose life you will impact from doing the most seemingly minuscule tasks. The only limits set on you and what you can achieve are the ones you put on yourself. Keep pushing to achieve your dreams and know that you’re making a difference!
What aspects of your job do you find the most rewarding?
The most rewarding part of my job is being able to help inspire and shape the next generation of young girls and encourage them to follow their dreams. I always dreamed about working in sports because sports have been such a big part of my life and played a huge role in shaping the person I am today. I love that sports bring so many different people together, and it is really special to now be in a position where I can help create opportunities for kids, especially girls, to experience that same sense of community, confidence, and passion through the game.
You’re a former lacrosse player, how do the things you learned in that sport translate to working in soccer?
I actually grew up playing soccer before lacrosse eventually became my main sport, so I have always had a connection to both. Playing lacrosse taught me a lot about teamwork, discipline, and resilience, which are lessons that translate across any sport. Being part of a team teaches you how to communicate, support the people around you, and stay committed even when things get challenging. I think sports are incredibly important for kids to participate in at a young age, especially for girls, because they teach you so many life skills that carry far beyond the field.
You play one of the most vital roles in making sure Atlanta United’s squad is healthy and ready to perform. What advice would you give to girls and women who want to get into your line of work?
You’re likely going to hear “no” at some point — and probably more than once. Don’t let those no’s influence your decision to change direction if you truly believe in the path you’re pursuing. It’s absolutely possible to create your own path in this field.
Continue to respectfully advocate for what you believe is important and focus on demonstrating the value you can bring. Learning how to connect with people and gain buy-in will take you much further than simply lecturing someone about nutrition.
You’ve got a variety of experience across collegiate and professional sports. What, if anything, makes soccer so unique?
I was definitely that athlete who got really nervous before competitions — so nervous that my stomach physically couldn’t tolerate food. Over the years, though, I’ve learned that it’s actually possible to train your stomach to tolerate food in different situations.
Soccer is unique because there are multiple training sessions throughout the week that require moderate to high carbohydrate intake. With this sport, we have the opportunity to teach players how to train their stomachs so they can fuel properly without feeling slow, bloated, or heavy when they’re running on the pitch. Compared to many sports, soccer is also very data-oriented, which creates a unique opportunity to integrate nutrition data with the team and performance metrics.
You’ve had a unique path to sports, having worked in the music industry, what was that like and how did you find it translating to working for Mercedes-Benz Stadium?
I grew up an athlete, but my true passion was always music — despite having zero talent for playing it myself. I joined CMA EDU within my first month of college and spent all four years deeply involved with the local live music scene. That experience, combined with my work at CMA events, taught me a level of professionalism at such a young age; I am forever grateful for every opportunity CMA EDU gave me.
My path has taken me from escorting talent on the CMA red carpet to working with high-profile individuals at Mercedes-Benz Stadium. I am beyond grateful to my former manager who took a chance on me three years ago, recognizing that a passion for live entertainment allows you to thrive in any aspect of the entertainment industry.
How does working with so many other incredible women on the daily inspire you?
This is something I reflect on often. There’s something so special about walking into our office and seeing women represented across all levels of the organization. Beyond the professional environment, I’ve had the chance to build a community of like-minded women who started off as colleagues but have truly become lifelong friends.
How do you balance the responsibilities of motherhood and family life with your professional career?
Being a mother and keeping a balance is always something that needs to be fluid. Something I have implemented within the last year is making sure my calendar is blocked out to ensure I can spend time with my kids that is intentional. I have learned to be ok with taking the space I need to be the present mom that I want and am fortunate to work for an organization that understands and encourages women to be moms. I am thankful to work for a company that allows the flexibility.
You’re also big on leading workout classes! How important is it for you to find hobbies you can pour yourself into outside of your career?
Finding hobbies outside of work is something that I have been really focusing on within the last few years of my career. It is so important to me to find ways to turn off the work brain and find something that fills my cup. Working out and training camps are a fun way to fill my cup and give back to other women.
How does your role shape how AMBSE functions digitally?
In my role, I like to think of myself as the glue that connects teams and ideas across the organization. The AMBSE digital team supports a wide range of projects each week across multiple departments, and I work cross-collaboratively with stakeholders to help bring major tentpole moments to life across our digital platforms. My focus is on maintaining alignment and momentum, ensuring nothing is overlooked, so our team and organization will keep moving forward while delivering impactful digital experiences for our fans.
What wisdom would you share with young girls and women who want to thrive in sports?
Never let anyone tell you that you aren’t capable of achieving your dreams, whether that’s playing on the pitch or helping grow the game behind the scenes. Your ideas, your voice, and your perspective matter more than you may realize. Be brave enough to take the shot, even when it feels intimidating, because the opportunities you envision are often waiting for those who go after them.
You've created so many things at Atlanta United and AMBSE as a whole. What's one project you're particularly proud of?
Over my tenure at Atlanta United — one moment I am proud to be a part of was the Women in Sports Collection from last season. In collaboration with all the women on the design team (Laramie Diestelkamp, Sierra Sparre, and Abbie Jackson), we developed a clothing collection that was made for women by women. From design to shoot, it was such a special moment to be a part of, and I am so proud to have had the chance to work on it.
If at all, how does your experience as a woman inspire/inform your creative process?
Being a woman inspires a large part of not only my creative process but also my day-to-day work. I am grateful to have a seat at the table and have my voice heard, one example being we are in constant conversation about how to include women’s silhouettes in each collection or styling women’s pieces for different photoshoots across brands.
Live editing is one of the most critical tasks so every department can use photos on matchdays, what allows you to thrive in that environment?
What allows me to thrive in that environment is preparation. Before each match, we’re given a shot list that outlines the key photos expected during the game, including their priority and approximate timecodes. It also shows which photographers will be on the field or moving around the stadium and which editors are assigned to their images. Having that information ahead of time helps us anticipate what’s coming in and stay organized during the match. It also makes it easier to communicate with the team if a department is looking for a specific photo that hasn’t been uploaded to PhotoShelter yet. When everyone is prepared and in sync, it makes the fast pace of live editing much easier to manage.
You grew up moving all around the world, how does that inform how you go about your career and interact with people?
Growing up in seven different countries gave me an appreciation for other cultures. Since I was seven years old, I’ve had a camera in my hands documenting the world around me, and moving so often meant I was constantly observing new environments and communities. I also grew up playing different sports at each new school, so sports photography became a natural way to bring together my love of photography, sports, and learning about different cultures. Sports are very cultural, and I love being surrounded by fans, athletes, and staff from so many different backgrounds who all have their own stories to share. Moving around so much taught me to be observant and adaptable. I tend to learn about people through observation and by working alongside them, and that perspective shapes both how I interact with people and how I tell stories through my photography.
Sports for so many people is an industry that takes requires a lot of moving around to find success, and your path is no exception. What would you tell women who want to make a career in this line of work about being flexible and willing to go wherever?
My advice is to always know what your values and priorities are when deciding which roles are worth pursuing. Understanding that relocating is a normal part of the process but that it is okay to be patient in order to identify a role where values align to best serve the goals you have for your professional development. There are great benefits to experiencing a multitude of workplaces, job responsibilities, cultures and environments in regard to growing both professionally and personally.
Working as a woman in sports, what are some of the ways, if any, in which you celebrate your womanhood with your other female coworkers?
I think it is important to be authentic and empowering in daily interactions with other female colleagues. Sharing our unique experiences as women in sports can help build comradery and understanding for each other's valuable qualities and skillsets as colleagues.
What drew you to working in sports?
What first drew me to working in sports was really the role it played in my life growing up. I played soccer and swam, and those were always my happy places. When I was on the field or in the pool, everything else kind of faded away, and it was just me and the game. It was one of the only places where I truly felt like myself. Sports also brought so much joy to my family, especially soccer. In the summers we would visit my mom’s hometown in Mexico, and going to local soccer matches was always such a big part of that experience. And whenever the World Cup came around, my aunt would host watch parties at her restaurant. Our whole family would gather there, cheering for our team, celebrating all together. I remember looking around in those moments and realizing how powerful sports can be, how one game can bring an entire family and community together. Those memories are a big reason why I wanted to work in sports. I wanted to be part of something I’ve always been passionate about, but also something that creates that same feeling of connection and joy for other people.
What would you tell young women or girls just starting out or figuring out what they want to do in sports?
I would tell young women to trust that they belong in this industry. You don’t have to have everything figured out right away, and it’s okay to start with opportunities that simply help you learn. Every experience teaches you something. I would also encourage them to be confident in their voice and perspective. The sports industry continues to grow because of the different ideas and experiences people bring to it. If you stay passionate, work hard, and surround yourself with people who support you, there is so much space to build a meaningful career in sports.
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How did your experience in college sports translate to life in professional sports?
In college, I worked for Purdue Athletics as an event management intern, where I had the opportunity to support a wide range of sports. I was able to experience both the behind-the-scenes aspects of event operations and a guest service role on football game days. Through this, I developed problem‑solving skills that still apply to my matchday responsibilities today.
My role included working softball, soccer, diving, football, wrestling, and many others. Being exposed to so many different sports taught me that each one has its own unique needs, challenges, and opportunities. Understanding those differences, and learning how to leverage them, is key to creating great experiences for fans and teams.
My time at Purdue also reinforced my passion for sports and showed me that hard work and dedication can open the door to new opportunities. The sports industry is incredibly interconnected: my mentor at Purdue actually attended KSU and knows several Atlanta United employees. It was a great reminder that impressions matter, and the sports world is smaller than you think.
As a woman in sports, what are some of the most important characteristics that help you succeed professionally?
The two most important traits that help me excel in my work are confidence and integrity. To me, integrity means being honest with yourself and others — even when you’ve made a mistake. Owning your mistakes, understanding what went wrong and identifying how to fix it moving forward are essential to growth and success. No one is perfect; mistakes are inevitable. What matters is building the mental strength to acknowledge them, learn from them and keep moving forward.
Confidence is equally important, especially as a woman working in sports and in roles that are traditionally male‑dominated. Confidence is what drives us to take on new challenges, ask for greater responsibility, and walk into any room with our heads held high. When you can balance confidence with integrity, it becomes a true differentiator in both your performance and your leadership.
Could you talk a bit about how your work helps align Atlanta United’s digital presence with the club’s partners?
I tend to call myself a professional people pleaser because I have to keep both partners and the club happy with their digital and social content. We aim to make partner content that is entertaining, aligns both objectives, and most importantly, helps fans feel connected to both club and partner.
What was one goal you set for yourself and when did you realize that you had achieved it?
I recently went through an old journal with goals that 12-year-old Sydney wrote down. One of them was “coach a volleyball team”. While I’ve been coaching on the side for the past four years, it wasn’t until recently I had realized I achieved it. Power of manifestation and writing goals down!
Could you talk about all the great work you do to make sure the ticketing process go smoothly for 17s?
We basically have our hands on tickets from their inception to scanning them at the gates and beyond. We make sure everything is built correctly, placed on accounts correctly and handle most ticketing related issues that our anyone sends over before match day so that we can ensure fans can get into the match with as few problems as possible. We set up multiple programs during the year for fans, such as renewals, and our Season Ticket Member benefits like away match, exchange, and sell back. On matchdays we are there early making sure turnstiles are working, testing tickets at different locations to make sure they are scanning where they should and assisting any and all fans at the box and office and the gates with our amazing game day associates, processing ADA relocations and helping out our service team and sales reps in they have any last minute requests.
What are some of the things that make you love what you do?
Well, firstly I have loved United since their inception, so it’s a joy to move from being just a fan to actually working for the team I love. I also work with some of the absolute best people; they make coming in every day easy! The creative problem solving we get to do daily is very fun for me and then we get to game days and get to help and interact with the fans in person and that is always a highlight for match weeks!
Could you talk about how your career has evolved to the place you’re in now?
I started my career in digital and social media as that industry really began to blossom, and spent the bulk of my first few years working in baseball. I had internships with the Falcons and Braves here in Atlanta, before joining the Kansas City Royals full time and winning a World Series ring. I initially joined Atlanta United on the digital and social side as well, but have transitioned into broader brand marketing and language development over the last few years as my own interests and strengths have become refined.
What would you like to tell young girls and women reading this?
Be yourself, be confident, be brave.
