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The Atlanta Hawks are just the latest sports team to figure out the best way for their games to stream.
Local Hawks games will be made available to Prime Video subscribers across a five-state region starting in the 2026-2027
season, according to Andrew Saltzman, president of business enterprise and chief commercial officer of the Atlanta Hawks and State Farm Arena. Prime Video will make all broadcasts that are not exclusive to national outlets available in Georgia, Alabama, Tennessee, South Carolina, and Mississippi — at no additional cost.
“Getting maximum reach was paramount in our decision making,” says Saltzman, during a recent interview,
The Hawks were just one of 13 NBA teams forced to dribble in a new direction following the bankruptcy of Main Street Sports Group, the regional-sports media company that previously held regional Hawks rights, but could not overcome subscriber losses to stay solvent. In July, the Hawks struck a deal for over-the-air broadcast of its in-market games with Gray Media that will have all non-nationally televised regular-season games air on WANF and the Peachtree Sports Network.
Under terms of the deals, the Hawks are scheduled to air 74 games on over-the-air television or stream via Prime Video. The games are produced by Gray’s Raycom Sports.
All the NBA teams that relied on Main Street Sports “had different decisions to make, had unique scenarios,” says Saltzman. The alliance with Amazon will have Hawks games available for viewing in cities likes Nashville, Charlotte and Charleston. “It gives us arguably one of the largest footprints,” he says.
The Hawks begin the 2026-27 regular season on Wednesday, Oct. 21 at the Orlando Magic.
“Exclusively streaming the Atlanta Hawks as part of our growing local sports portfolio is another step forward in providing fans an easy, one-stop destination to watch the teams they love,” said Charlie Neiman, head of sports partnerships for Prime Video, in a prepared statement. “The Hawks have demonstrated a forward-thinking approach to reaching and engaging their fans and share the same commitment to innovation that drives our organization. Together, we’re making it easier than ever for fans across the Southeast to watch their team.”
