The Atlanta Hawks will stream local games exclusively on Prime Video this season. They’re the first NBA team to use the platform for regional broadcasts
What We Know: Prime Video will stream Hawks games exclusively in Georgia, Alabama, South Carolina, Mississippi and Tennessee at no cost beyond a base subscription. Meanwhile, Gray Media will air games over the air on WANF. In addition to Peachtree Sports Network and other Georgia stations, with Raycom Sports producing. Together, the deals put 74 games on TV and streaming this season. They follow the bankruptcy of Main Street Sports Group, which left the Hawks and 12 other teams without a local home. Most of those teams signed with DAZN, while the LA Clippers and Oklahoma City Thunder launched their own streaming services.
What They Said: Andrew Saltzman, president of business enterprise and chief commercial officer of the Atlanta Hawks and State Farm Arena: “We are so excited to have an incredible relationship with Prime Video, who 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, Head of Sports Partnerships, Prime Video: “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. [They] 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.”
What Remains Unclear: The Hawks and Amazon haven’t disclosed the deal’s financial terms. This includes what the streamer is paying for the rights or how the two sides will split revenue. Additionally, it’s unclear whether the partnership will continue beyond the 2026-27 season or include renewal options.
What It Means: The deal could widen Amazon’s footprint in local sports. The streamer might pursue similar agreements with other sports teams and leagues. Its growing mix of national and local rights could strengthen its hand against ESPN and traditional broadcasters in future negotiations. Additionally, Regular games could also keep fans subscribed to Prime all season, not just for major national events.
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