On the eve of the 2026-27 National Basketball Association (NBA) season, the Atlanta Hawks franchise has announced streaming service Prime Video as its local streaming partner in a league-first deal.
Prime Video will air all Hawks home games not selected for national broadcast coverage live on its platform at no extra cost to subscribers.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The streamer will hold these rights in Atlanta’s five-state local broadcast territory, which spans the team's home state of Georgia, as well as the neighboring Alabama, Tennessee, South Carolina, and Mississippi.
These rights specifically cover streaming, and as such do not interrupt the Hawks’ local linear media rights deal with both the Atlanta News First (WANF) and Peachtree Sports Network (PSN) local TV stations, agreed in 2025, which this season is worth 74 games.
Speaking on the announcement, Hawks president of business enterprise and chief commercial officer Andrew Saltzman commented: “We are so excited to have an incredible relationship with Prime Video, [which] has proven to be an innovative and accessible pillar for both the NBA and NFL.
“Our fans are at the heart of all of our decisions so being able to deliver Hawks games to our fans however and wherever they choose to watch – whether that be in front of a Connected TV, on a tablet or on a cellphone – is critically important with consumers’ ever-changing viewing habits.
“We are committed to putting our fans first and maximizing accessibility throughout the state of Georgia and the Southeast.”
Charlie Neiman, Prime Video’s head of sports partnerships, added: “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.
“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.”
This partnership will begin on October 24 with the Hawks' first home game of the season against the Houston Rockets. The team begins its NBA campaign tonight against the Orlando Magic
This agreement marks Prime Video’s first local media rights deal in the basketball space, but highlights a growing trend at the company as of late.
In September, Prime Video struck a multi-year agreement with the National Hockey League (NHL) to provide local broadcasts for six teams starting with the 2026-27 campaign.
These teams are the defending Stanley Cup champion Carolina Hurricanes, Anaheim Ducks, Columbus Blue Jackets, Dallas Stars, Minnesota Wild, and St. Louis Blues.
