The Atlanta Hawks and Gray Media have announced a groundbreaking TV deal for the 2026-27 season, marking a significant shift in the NBA's broadcasting landscape. This partnership is a strategic move that promises to revolutionize how fans in Atlanta and beyond engage with the team.
Expanding Access, Breaking Barriers
What sets this deal apart is its commitment to accessibility. All non-nationally televised Hawks games will be broadcast on WANF (Atlanta News First) and Peachtree Sports Network, available for free over the air in the Atlanta market. This move democratizes access to the team's games, allowing fans to tune in without the burden of subscription fees. But it doesn't stop there.
The deal also extends to major pay-TV providers and streaming services that carry WANF, ensuring that fans across the state of Georgia can enjoy the games. This inclusivity is a testament to Gray Media's dedication to serving its communities with the content they care about most, as stated by Hilton H. Howell, Gray Media Chairman and CEO.
A Rich History, A New Chapter
The Hawks' broadcasting history is intertwined with Gray Media's. From 1972-1994, the team aired on WPCH (then WTCG/WTBS), and from 1986-1993, on WANF (then WGNX/WGCL). This deal signifies a full-time return to free, local over-the-air broadcasts, a significant step forward in the team's broadcasting strategy.
Impact and Implications
The impact of this deal extends beyond the court. According to Gray, stations in Albany, Augusta, Columbus, Macon, and Savannah will also carry games, further expanding the Hawks' reach across the state. This move has the potential to foster a deeper connection between the team and its fans, creating a sense of community and belonging.
A Winning Strategy
The Hawks' previous deal with WANF and Peachtree TV during the 2025-26 season yielded impressive results. A 13-game package averaged more than 1.5 times the ratings of the Hawks' other local games, as cited by Nielsen Local TV Viewership (Live+SD), 2025-2026, Atlanta, Adults 18+. This success underscores the effectiveness of Gray Media's strategy in engaging and entertaining fans.
Looking Ahead
As the 2026-27 season approaches, the Hawks and Gray Media are poised to create a new era of engagement. The game-by-game schedule and tipoff times will be announced later, building anticipation among fans. This deal is a testament to the power of collaboration, where a sports team and a media company come together to enhance the fan experience and strengthen their connection to the community.
In my opinion, this deal is a strategic masterstroke. It showcases Gray Media's commitment to innovation and community engagement, while the Hawks solidify their position as a team that values its fans and their accessibility. As we look forward to the upcoming season, one thing is certain: the Atlanta Hawks and Gray Media are setting a new standard for NBA broadcasting.
