The Atlanta Hawks are a professional basketball team from the United States that was founded in 1946 as Buffalo Bisons, which was later changed to Tri-Cities Blackhawks in the first season. The Hawks compete in the National Basketball Association (NBA) as an Eastern Conference Southeast Division member.
The team used to play in the National Basketball League (NBL) and became part of the NBA after the 1949 merger of the NBA and the Basketball Association of America (BAA). The team was known as Milwaukee Hawks in 1951 and eventually changed to Atlanta Hawks in 1968 when the team moved to Atlanta.
The Hawks qualified for 1957, 1958, 1960, and 1961 NBA finals and they faced the Boston Celtics in all of them but only managed to lift the trophy in 1958. Here, we look at their sponsors.
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In August 2018, a collection of mutual insurance companies called State Farm 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 Atlanta Hawks’ home stadium, formerly known as Philips Arena.
Sharecare, a digital health business, and the Atlanta Hawks announced a multi-year collaboration in which Sharecare’s logo would appear on Hawks uniforms beginning with the 2017-18 season.
The agreement was set to end after the 2022–23 season; however, both organisations announced in August 2022, that it would be extended for 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 that Sharecare has presented throughout the partnership. Other events include the Forever 404 Honors programme, True to the Dream Honors programme, Atlanta Hawks Sharecare Scrimmage, and Hawks Fast Break 5K.
Delta Airlines, an airline based in the United States, 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, home to the Atlanta Hawks.
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 State Farm Arena corner. Additionally, on January 20, 2020, when Atlanta played host to Toronto, Chase served as the game’s presenting sponsor.
Since 2008, Emory Healthcare, a Georgia-based healthcare system, has partnered with Atlanta Hawks as their official healthcare partner.
In the expansion in 2018, Emory Healthcare also became the official partner of the College Park Skyhawks, the NBA G-league affiliate of the Atlanta Hawks.
Anheuser-Busch InBev, a multinational drink and brewing company based in Leuven, Belgium, is the Atlanta Hawks’ official sponsor. Through this partnership, the brewing company’s light beer became the official malt beverage of the Atlanta team.
Coca-Cola Co, an American multinational beverage corporation headquartered in Atlanta, Georgia, is the Atlanta Hawks’ official sponsor.
On November 9, 2022, National Pizza Day, Atlanta Hawks announced a multi-year partnership with the US-based Papa John’s.
In order to tip-off their collaboration, Papa John’s and the Atlanta Hawks hosted pizza parties at Boys & Girls Club locations throughout the Atlanta region on National Pizza Day.
Atlanta Hawks and State Farm Arena announced a multi-year partnership 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 goals will be to advance 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 both organisations with the goal of inspiring healthy living in Atlanta’s youth.
In November 2022, the Atlanta Hawks and UPS, the team’s official delivery and logistics partner, joined together 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.
In September 2022, a non-profit health plan, CareSource and the Atlanta Hawks, announced a multi-year agreement that includes programmes aimed at the health and wellness of the Atlanta community and underprivileged families.
CareSource and the Hawks will collaborate throughout this integrated collaboration to have a significant impact in Atlanta. In accordance with the deal, CareSource will be recognised as an official partner of the Atlanta Hawks and College Park Skyhawks, and the State Farm Arena will display branding for them.
The Atlanta Hawks and Microsoft Corp., which includes 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 nonprofit 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 can be an athlete or gamer.
In October 2021, the Atlanta Hawks entered into a partnership with Socios.com, a global blockchain provider for the sports and entertainment industry. As part of the partnership that launched in the 2021-22 season, Socios.com became the official partner of the Hawks.
Through the partnership, State Farm Arena has branding for Socios.com below the benches for the Hawks and the visiting team. Additionally, Socios.com is the presenting sponsor on Hawks.com for a monthly fan poll across all Hawks social media channels as well as an online postgame photo gallery.
In April 2021, the Atlanta Hawks and State Farm Arena announced Clorox, a public health and disinfection company, as the official cleaning and disinfecting product partner.
This multi-year partnership strengthened the team’s venue’s already thorough cleaning techniques and COVID-related protocols and highlighted the use of the Clorox product disinfection line throughout on hard, non-porous surfaces as well as the significance of health and wellness for everyone who enters State Farm Arena.
A cognac brand, Hennessy is an official partner of the Atlanta Hawks, along with being the official spirit of the NBA.
Since December 2020, Adidas and Atlanta Hawks have been linked together through a multi-year partnership to cover a wide variety of marketing integrations on and off the court.
As a key component of the collaboration, Adidas was named the presenting sponsor of Georgia’s Jr. Hawks Summer Camps, a coed basketball programme. Under the guidance of coaches from Hawks Basketball Development, boys and girls between the ages of 6 and 16 take part in competitive play and skill development training. More than 2,000 registered campers started receiving Adidas shoes and other branded goods in 2021.
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