It’s Rhumba Time!

NOW IN ITS FIFTH SEASON, Major League Rugby has enjoyed explosive growth in popularity and fanbase among North Americans. For Rugby ATL Team President Amanda Windsor White 18EMBA, honing the talents of players and guiding them to shared victories fuels her competitive spirit. Sports leadership is falling into place naturally for Windsor White. Deliberately and with passion, she is imprinting a decisively “Atlanta” brand on the club.

With prior corporate experience as senior marketing manager at The Coca-Cola Company, Windsor White also co-founded a division within the powerhouse agency ENDEAVOR, and worked at Octagon, one of the world’s top branding and reputational firms. In her Rugby ATL role, Windsor White prioritizes three major challenges: expanding the fan base to make it a highly recognized Atlanta-area team, raising brand awareness, and creating rollicking fun with the fan experience.

One trademark fan favorite–so far–is the Rhumba Patio. Since scientists refer to a collection of rattlesnakes as a “rhumba” and since the team’s nickname is the Ratlers, the name is a perfect fit. Rugby ATL’s Rhumba Patio is an exclusive hangout pavilion above one end zone, with beer and food and flash appearances by players who might not be on the field that night. It is these magnanimous gestures that soak into the culture of the team.

“I’m going to succeed because of the great people around me who work hard,” she reflects, noting collaborations with Goizueta colleagues Rugby ATL CEO Paul Hourigan 04JD/MBA and Rajpal Sagoo 24EvMBA, the organization’s chief information officer. “We’ll continue really leaning into the culture of Atlanta in future seasons.”