Sports Business JournalYMCA lands Hawks' patch sponsorship
The YMCA of Metro Atlanta is the new uniform patch sponsor of the Hawks. Terms were not disclosed, beyond it being called a multiyear agreement. The familiar “Y” logo will appear on the Hawks jerseys starting with tomorrow’s home game versus the Pacers.
Also included is a patch on the jerseys of the Hawks' G League affiliate College Park Skyhawks, and a virtual one on the Hawks' Talon GC NBA 2K League team. Traditional media, social, digital and on-site signage, and global rights are also packaged with the deal. The Y will lean heavily on community efforts to support its new rights, including involvement in coaches’ clinics and the Jr. Hawks youth basketball leagues.
Digital health brand Sharecare was the Hawks' uniform sponsor since the 2017-18 season, but the team began this season as one of five NBA franchises without a jersey patch sponsor. Sharecare remains a Hawks corporate patron, with its logo now on shooting shirts.
Retail availability for the new Hawks jerseys is TBD, as the deal came together in less than two months. Hawks and State Farm Arena EVP/CRO Andrew Saltzman noted the synergies of the deal, starting with the fact that basketball was invented by a Y instructor, James Naismith, and continuing through the many active NBA players who are YMCA “alums.” They include Hawks GM Landry Fields and two roster players: Trae Young and Kobe Bufkin.
“We weren’t chasing the biggest number; we wanted the right brand,’’ insisted Saltzman. “There’s authentic connections to our community and it’s about increasing access to youth sports.”
YMCA of Metro Atlanta President & CEO Lauren Koontz said the deal is intended to build relevance, drive membership, and increase fund raising for her organization. She called the jersey sponsorship “a platform where we can talk about positive youth development, how kids and families can get involved with all of our programs, including basketball, and something to position the Y for the next generation.” There are around 30 YMCA facilities in metro Atlanta.
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