September 30, 2025—The Cobb County School District (CCSD) recently initiated a new monthly tradition of presenting a Cobb athletic director (AD) with the “AD Impact” award. This distinction is given to the AD that “exemplifies the highest standards of leadership within the Cobb County School District.” Don Baker, Cobb Schools Director of Athletics, revealed the first-ever award winner.
“North Cobb High School Athletic Director Matt Williams has been honored as the first recipient of the AD Impact Award,” Baker announced, “a distinction that speaks directly to his relentless work ethic, his dedication to the North Cobb community, and the profound impact he has made on student success.”
“Mr. Williams deserves this award because of the number of hours he spends and his dedication to North Cobb, students, staff, and our community,” said David Bell, North Cobb’s principal. “Mr. Williams has been at North Cobb for 29 years and is an example of what an educator should be. He makes a point to support all athletics, regardless of the number of students involved. He works with community partners and has helped improve North Cobb during his tenure as our athletic director. I couldn't be happier to work with him and call him a friend.”
As part of the award, AD Williams received gift bags from Credit Union of Georgia and Pochio Italy, both Fan of the Game sponsors, as well as a certificate recognizing the recipient’s “tireless work ethic, the ability to build meaningful relationships, and an unwavering commitment to the success of every student.”
“What makes this award especially meaningful,” Baker explained, “is that it is voted on by one’s peers—fellow athletic directors across Cobb County who recognize firsthand the value of Matt’s leadership.”
That peer recognition was evident in the words of Allatoona High School athletic director Chris Murray, who nominated Williams.
“Matt has been so helpful to me since I began the role of AD a year ago,” shared AD Murray. “He always offers to help and will go out of his way to help other people. I have called him many times over the past year, and he always answers or calls me back right away. No questions are too small or too big. He always offers sound advice or coaching, and he genuinely wants to help others be successful.”
AD Murray was not the only athletic director to nominate their supportive North Cobb colleague.
Harrison athletic director Wes Ellis, who also nominated AD Williams, added, “He has always been willing to give me guidance, and he poured into me early in my job. Matt assisted me in developing the structure of coverages, ideas, revenue generation, and culture development. I very much appreciate how he poured into me as a young AD, and I pray to carry on that legacy.”
According to Baker, the peer testimonials demonstrate why the first AD Impact award winner exemplifies the values of Cobb athletics.
“In many ways,” Baker said, “Matt embodies the very mission of Cobb County School District athletics: One Team, One Goal, Student Success. His integrity, unwavering dedication, and ability to elevate those around him are not only noticed but deeply appreciated. This recognition affirms what North Cobb already knows – Matt Williams is a leader whose influence extends well beyond the field of play and into the lives of students, coaches, and the community he serves.”
