{"id":130394,"date":"2026-06-09T19:01:21","date_gmt":"2026-06-09T19:01:21","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/09\/the-experience-economy-of-sports-marketing-with-the-atlanta-hawks-steve-koonin\/"},"modified":"2026-06-09T19:02:27","modified_gmt":"2026-06-09T19:02:27","slug":"the-experience-economy-of-sports-marketing-with-the-atlanta-hawks-steve-koonin","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/09\/the-experience-economy-of-sports-marketing-with-the-atlanta-hawks-steve-koonin\/","title":{"rendered":"The Experience Economy of Sports Marketing with the Atlanta Hawks\u2019 Steve Koonin"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2025\/10\/adspeak-article-image-1.webp?w=600&amp;h=315&amp;crop=1\" \/><\/p>\n<div>\n<p>On this episode of Adspeak by ADWEEK, host Wealthy Battista, govt chairman at ADWEEK, sits down with Steve Koonin, CEO of the Atlanta Hawks and State Farm Enviornment, to discover how advertising and marketing can rework a sports activities franchise right into a cultural establishment.\u00a0<\/p>\n<p>Steve shares how the Hawks constructed one of many NBA\u2019s most engaged fan bases by specializing in expertise, neighborhood, and viewers relevance slightly than relying solely on wins and losses.\u00a0<\/p>\n<p>He explains why including \u201csport expertise\u201d as a 3rd enterprise pillar creates loyalty that survives efficiency fluctuations, how a single piece of content material may be repurposed into a whole lot of platform-native property, and why empowering inventive groups results in breakthrough campaigns.\u00a0<\/p>\n<p>The dialog additionally highlights the ability of focus, neighborhood funding, and place-based advertising and marketing in an more and more fragmented media panorama.\u00a0<\/p>\n<p>What you\u2019ll be taught:<\/p>\n<ul class=\"wp-block-list\">\n<li> place sport expertise as a bonus when on-court efficiency lags<\/li>\n<li>Why viewers denial is a enterprise killer<\/li>\n<li>The three-pillar blueprint for sports activities advertising and marketing<\/li>\n<li> activate youthful audiences by platform-native creativity<\/li>\n<li>Why focus is the marketer\u2019s most feared phrase<\/li>\n<li> construct long-term model fairness by managed risk-taking<\/li>\n<li>The underrated alternative in place-based advertising and marketing<\/li>\n<li> leverage neighborhood affect as a model platform<\/li>\n<\/ul>\n<p><strong>In regards to the visitor:<\/strong><\/p>\n<p>Steve Koonin is the CEO of the Atlanta Hawks and State Farm Enviornment, the place he oversees the group\u2019s enterprise, monetary, and strategic operations. A lifelong Atlantan and completed advertising and marketing govt, he beforehand held management roles at The Coca-Cola Firm and Turner Broadcasting.\u00a0<\/p>\n<p>Since becoming a member of the Hawks in 2014, Koonin has reworked the franchise into a frontrunner in fan expertise, neighborhood affect, and innovation. He&#8217;s a recipient of the Atlanta Sports activities Council Lifetime Achievement Award and SportsBusiness Journal\u2019s Sports activities Govt of the Yr.\u00a0<\/p>\n<p><iframe loading=\"lazy\" data-lazy=\"true\" data-src=\"https:\/\/embed.acast.com\/$\/624c82166a8b540013b2990b\/the-experience-economy-of-sports-marketing-with-steve-koonin?\" frameborder=\"0\" width=\"100%\" height=\"110px\" allow=\"autoplay\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" title=\"The Experience Economy of Sports Marketing with Steve Koonin\" width=\"720\" height=\"405\" data-lazy=\"true\" data-src=\"https:\/\/www.youtube.com\/embed\/1Xg5etXPfcs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h4 class=\"wp-block-heading\"><strong>Episode Highlights:<\/strong><\/h4>\n<p><strong>[05:09] Flip Experiences Right into a Aggressive Benefit<\/strong> \u2014 Steve Koonin explains that sports activities groups historically promote both hope for the long run or sustained success, however the Atlanta Hawks constructed a 3rd pillar: sport expertise. By making each sport a cultural and leisure occasion, the group created loyalty that wasn\u2019t depending on wins and losses. This technique helped the Hawks earn seven consecutive years because the NBA\u2019s prime sport expertise whereas sustaining robust attendance and fan engagement no matter on-court efficiency.<\/p>\n<p><!--nextpage--><\/p>\n<p><strong>[07:59] Multiply Content material From One Massive Inventive Thought<\/strong> \u2014 The Hawks reworked a 24-hour Twitch livestream into 145 items of content material distributed throughout a number of social platforms. Somewhat than treating content material as a one-time occasion, the workforce approached it as a supply of countless storytelling alternatives. The technique generated a couple of million views and helped the franchise lead the NBA\u2019s social rankings. Steve highlights how maximizing every content material funding can dramatically enhance attain with out requiring bigger advertising and marketing budgets.<\/p>\n<p><strong>[09:37] Empower Groups to Execute Daring Inventive Concepts<\/strong> \u2014 Steve credit most of the Hawks\u2019 most profitable campaigns to a tradition that encourages motion slightly than extreme approval processes. Campaigns such because the OnlyFans parody and Ashley Madison promotion generated tens of thousands and thousands of views as a result of the advertising and marketing workforce had room to experiment. Whereas clear guardrails remained in place, leaders averted diluting concepts by countless revisions. The outcome was breakthrough work that captured consideration and delivered vital earned media worth.<\/p>\n<p><strong>[14:17] Focus Beats Attempting to Attain Everybody<\/strong> \u2014 Drawing on classes from each Coca-Cola and the Hawks, Steve argues that focus is one among advertising and marketing\u2019s strongest but underused rules. Manufacturers typically weaken their affect by making an attempt to attraction to each viewers concurrently. As an alternative, entrepreneurs ought to establish their most related prospects and communicate on to them. By concentrating on particular communities and cultural connections, manufacturers can create stronger loyalty, larger differentiation, and extra sustainable long-term progress.<\/p>\n<p><strong>[16:00] Spend money on Reachable Audiences First<\/strong> \u2014 Steve explains how the Hawks stopped chasing distant suburban followers and as an alternative invested closely within the native communities they may realistically serve. Somewhat than focusing on folks with weak connections to the workforce, the group targeted on constructing relationships with Atlanta residents and youthful generations. This audience-first technique helped create one of many NBA\u2019s youngest fan bases and strongest attendance figures, proving that deep engagement typically outperforms broad however ineffective outreach efforts.<\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.adweek.com\/brand-marketing\/the-experience-economy-of-sports-marketing-with-the-atlanta-hawks-steve-koonin\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On this episode of Adspeak by ADWEEK, host Wealthy Battista, govt chairman at ADWEEK, sits down with Steve Koonin, CEO of the Atlanta Hawks and&#8230;<\/p>\n","protected":false},"author":1,"featured_media":124680,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[22761,2083,3705,5279],"class_list":["post-130394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe","tag-adspeak","tag-adweek-podcasts","tag-sports","tag-sports-marketing-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Experience Economy of Sports Marketing with the Atlanta Hawks\u2019 Steve Koonin - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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