Copyright Adweek
Steve Koonin’s Atlanta roots run deep. Having been born and raised in the city, the chief executive officer of the Atlanta Hawks and State Farm Arena has also worked for well-known companies embedded within Atlanta’s fabric, including the Coca-Cola Company and Turner Broadcasting Company. This close connection to the city has made his current position overseeing Atlanta’s NBA team feel like a natural fit, as he has shaped the team into one of the most culturally connected and creatively driven within the league. Speaking onstage at ADWEEK’s Brandweek 2025 in Atlanta, Koonin said that when he arrived at the Hawks in 2014, he noticed the lack of connection between the team and its fan base. Wanting to make the Hawks “true to Atlanta,” Koonin said he and his group felt the team needed to represent the city and sought to create a platform based on community. Among the initiatives, the State Farm Arena was used as a voting site during the 2020 COVID-19 pandemic, making it the largest voting precinct in American history. Additionally, the Atlanta Hawks Foundation, in partnership with the nonprofit organization Vision to Learn, provides students from metro Atlanta schools with free vision screening, eye exams, and a choice between three frames for their glasses. When it came to the Hawks’ game-day experience for fans visiting the State Farm Arena, Koonin sought to redefine it by mixing culture and competition. Comparing it to a theatre production, Koonin says the Hawks use a lot of music and entertainment to enrich the game-day experience. Using the adage of “southern hospitality,” Koonin says a Hawks game is “a cultural event.” This strategy has enabled the team to be a top ten team in attendance. Whatever the team’s on-court performance, Koonin said, “Nobody goes to a Hawks game and has a bad time.” Acknowledging the city’s transplant status, Koonin says the team is taking advantage of that, targeting the offspring of the transplants, resulting in the Hawks having “the youngest fan bases in the league” as they talk to “next generation Atlantans and diverse audiences.” Showcasing Koonin’s affinity for pushing creative boundaries, the CEO was tasked with raising awareness of the NBA’s in-season tournament during its inaugural year. His marketing team created a cheeky campaign dubbed “Only Fans,” featuring Harry the Hawk, which generated 40 million views. Acknowledging the boldness of that campaign, Koonin said, “I don’t think somebody who grew up in ticket sales probably would take that risk.” Speaking to ADWEEK’s executive chairman, Rich Battista, Koonin reflected on his marketing style with the Hawks, saying, “We are not selling a product, we are building a lifelong relationship.”
