This article contains information about the organisations serving as sponsors and brand partners to the Atlanta Hawks and enjoying a strong branding presence across their physical and digital assets for the 2023/24 National Basketball Association (NBA) season.
In August 2018, State Farm, a US-based insurance company, and the Atlanta Hawks came to a 20-year collaboration agreement. The collaboration seeks to strengthen neighbourhoods around the Atlanta metropolitan area through involvement, mentorship and the idea of being a good neighbour.
Through this collaboration, State Farm also acquired the naming rights to the Hawks home stadium, which is thusly known as State Farm Arena.
ShareCare, a digital health business, and the Hawks announced a multi-year collaboration agreement as per which the former’s logo would appear on Hawks uniforms starting with the 2017/18 NBA season.
The original agreement was set to end after the 2022/23 season, but then both organisations announced in August 2022 that it had been extended to also cover the 2023/24 season.
The Atlanta Hawks Sharecare Scrimmage, the Hawks Fast Break 5K, and the Sharecare Heartbeat Festival, which included a city-wide 3v3 tournament, are just a few of the high-profile, community-focused events ShareCare has presented throughout the partnership. Other events include the “Forever 404 Honors” and “True to the Dream Honors” programmes.
US-based Delta Airlines, headquartered in Atlanta, Georgia, acquired the naming rights to the Atlanta Hawks courtside club as part of a multi-year partnership renewal in October 2019. The courtside club is the exclusive hospitality area at State Farm Arena.
The agreement also sees the Delta Sky Squad, which is an acrobatic performance team, provide in-game entertainment to the State Farm Arena spectators.
A multi-year agreement was signed between Chase, a financial holding firm owned by JPMorgan, and the Atlanta Hawks in January 2020.
As part of the agreement, Chase has fixed signage on a corner at State Farm Arena. Additionally, on January 20, 2020, when the Hawks played hosts to the Toronto Raptors, Chase served as the game’s presenting sponsor.
In October 2022, the two parties extended their agreement on a multi-year basis, which sees Chase serve as the Hawks’ official bank, credit card, wealth management and investment banking partner. It also serves as the presenting partner to The (Chase) Concert Club and “Project Rebound” — an initiative aimed at providing youth opportunities to excel in sport.
Since 2008, Emory Healthcare, a Georgia-based healthcare system, has served the Hawks as their official healthcare partner.
In an expansion agreement signed in 2018, Emory Healthcare also became the official partner of the College Park Skyhawks — the NBA G-league affiliate of the Atlanta Hawks. The deal also sees the company present injury reports and feature prominently across the Hawks’ social media platforms.
Anheuser-Busch InBev, a multinational drink and brewing company based in Leuven, Belgium, is also an official Hawks sponsor. Through this partnership, the brewing company’s light beer Michelob Ultra serves as the official malt beverage to the Hawks.
On November 9, 2022, National Pizza Day, the Atlanta Hawks announced a multi-year partnership agreement with Papa John’s.
In order to tip off their collaboration, Papa John’s and the Hawks hosted pizza parties at Boys & Girls Club locations throughout the Atlanta region.
The Atlanta Hawks and State Farm Arena announced a multi-year partnership agreement with Novelis, an aluminium rolling and recycling company, on November 15, 2021, National Recycling Day.
With this collaboration, Novelis assumed the role of State Farm Arena’s official recycling and sustainability partner for aluminium as it moved toward being a “TRUE” (Total Resource Use and Efficiency) zero-waste facility.
Novelis offers direction and practical knowledge to arrange, sift, and recycle aluminium and other materials, in accordance with the association. The partnership’s main goal is to promote advanced sustainability, ethical recycling and a circular economy.
The Atlanta Hawks’ official domestic vehicle partner is Kia Motors, which is based in South Korea. The Atlanta Hawks Healthy Game Plan Driven by Kia, a dynamic assembly designed to foster healthy and active lifestyles in the community, was created in February 2013 as a result of a partnership between the two parties to inspire healthy living in Atlanta’s youth.
In November 2022, the Atlanta Hawks and UPS, their official delivery and logistics partner, partnered with Goodr, an Atlanta-based social impact startup leveraging technology to reduce food waste and end hunger, to distribute Thanksgiving Day groceries to more than 400 families.
The parties also distribute books, snacks for children, fruits, beverages, ready-made meals and more, while also organising bounce houses for children, as well as balloon art, face painting and more.
In September 2022, non-profit health plan provider CareSource and the Hawks announced a multi-year agreement entailing programmes aimed at the looking after the health and wellness of the Atlanta community and underprivileged families.
CareSource and the Hawks collaborate hoping to have a significant impact in Atlanta. As per the deal, CareSource serves as an official partner to both the Atlanta Hawks and the College Park Skyhawks, gaining branding visibility at State Farm Arena in the process.
The Atlanta Hawks and Microsoft Corp, which owns Xbox, announced a multi-year agreement in April 2022, with the goal of bringing opportunities and resources to Atlanta’s underserved neighbourhoods through sport, technology and community programming.
The Hawks and Microsoft worked together to provide a young player from BlazeSports America, a non-profit created following the 1996 Atlanta Paralympic Games, a magical moment to kick off the collaboration. The Hawks and Microsoft presented a number of events to motivate the participating young person and his team to keep pursuing their goals on and off the court by demonstrating how anyone could be an athlete or a gamer.
In April 2021, the Atlanta Hawks and State Farm Arena announced Clorox, a public health and disinfection company, as their official cleaning and disinfecting product partner.
The multi-year partnership highlights the use of the Clorox product disinfection line throughout hard, non-porous surfaces as well as the significance of health and wellness for everyone who enters State Farm Arena.
Since December 2020, Adidas and the Hawks have been linked together through a multi-year partnership agreement to cover a wide variety of marketing integrations both on and off the court.
Adidas serves as the presenting sponsor of Georgia’s Jr. Hawks Summer Camps — a co-ed basketball programme. Under the guidance of coaches from the Hawks Basketball Development programme, boys and girls between the ages of 6 and 16 take part in competitive play and skill development training. In 2021, over 2,000 registered campers received Adidas shoes and other branded goods.
Lemon-flavoured drink Sprite announced its partnership with the Atlanta Hawks in January 2022, the two parties coming together to launch multiple series of immersive and high-tech experiences for sports lovers. Sprite also features across the Hawks’ digital platforms.
The Beverly Hills-based American ticket sales and distribution company is also an Official Hawks Partner. One can find tickets for the Hawks’ matches on the company’s online website during the NBA season.
Black Girl Ventures
It was announced in November 2023 that the Atlanta Hawks had teamed up with the Black Girls Ventures Foundation to host the “Pull Up & Pitch” venture. This collaboration allows small-business owners to pitch their business ideas within 60 seconds and stand a chance to receive instant funding.
Georgia Natural Gas
It was announced in October 2023 that Atlanta-based Georgia Natural Gas would serve as the official natural gas provider to the Atlanta Hawks and State Farm Arena.
The parties work together to ensure the Hawks home arena offsets 100% of its natural gas emissions by entering the “Greener Life for Business” initiative. The two parties also work towards devising plans to move towards lesser emissions.
The American toilet paper and refreshing wipes manufacturer also serves as an Official Partner to the Atlanta Hawks.
A leader in the traditional Swiss watch industry, Tissot is also an Official Partner of the Atlanta Hawks.
Before the commencement of the 2023/24 NBA season, the Atlanta Hawks announced a partnership agreement with Kevin Hart’s Gran Coramino Tequila, an ultra-premium tequila founded by the actor and comedian, on-boarding it as their Official Spirit.
As part of the deal, Gran Coramino’s logo gains branding visibility via in-arena signage at State Farm Arena as well as the team’s digital platforms. Hawks fans also have the opportunity to try a variety of cocktails featuring Gran Coramino at State Farm Arena.
American fast-food restaurant chain Chick-fil-A has enjoyed a longstanding relationship with the Atlanta Hawks, appearing prominently across their social media platforms for fan engagement segments.
In 2018, the two parties had announced the creation of a Chik-fil-A Fan Zone inside State Farm Arena as part of their collaboration.