Atlanta Hawks vs Washington Commanders

Atlanta Hawks to Stream Local Games Exclusively on Prime Video

The Atlanta Hawks announced a historic deal making Prime Video the exclusive streaming home for their locally distributed NBA games starting the 2026-27 season. The agreement covers 74 regular-season games, available at no extra cost to Amazon Prime members within the team's regional territory spanning parts of Georgia, Alabama, Tennessee, South Carolina, and Mississippi. This marks the first time an NBA team has chosen Prime Video for exclusive local game streaming. The Hawks will also continue their existing free over-the-air broadcast partnership with Gray Media on WANF and Peachtree Sports Network. This move reflects the growing trend of teams bypassing traditional regional sports networks, especially after the parent company of the former RSN, Main Street Sports Group, ceased operations. Prime Video is also expanding its national NBA coverage, while the NBA reportedly plans a local streaming hub for the 2027-28 season.

• Atlanta Hawks becomes first NBA team to stream local games exclusively on Prime Video for the 2026-27 season.
• The deal covers 74 regular-season games, available to Amazon Prime members in the team's regional territory at no extra cost.
• The Hawks will also continue free over-the-air broadcasts via Gray Media stations WANF and Peachtree Sports Network.

Michelob Ultra Launches Multi-Channel Knicks Championship Celebration Campaign

Michelob Ultra is launching a comprehensive multi-channel campaign across New York City's five boroughs to celebrate the New York Knicks' 2026 NBA championship. The campaign includes limited-edition bottle openers containing pieces of the NBA Finals court, distributed through select bartenders, with fan giveaways starting October 19 via the Superior Access platform. A new film, 'Beer of Champions,' created by Wieden + Kennedy, will debut on NBC during the Knicks' opening game on October 20. Limited-edition cans and aluminum bottles featuring the team logo and championship trophy are available. Out-of-home placements will appear around Madison Square Garden, Penn Station, and Times Square. The campaign builds on Michelob Ultra's role as the NBA's official global beer partner, complementing league-wide efforts including court ad placements for the Emirates NBA Cup.

• Michelob Ultra launches a multi-channel campaign celebrating the Knicks' 2026 NBA championship across New York's five boroughs.
• Limited-edition bottle openers containing pieces of the NBA Finals court are given to select bartenders.
• Fan giveaways for the bottle openers begin October 19 via Michelob Ultra's Superior Access platform.

NHL Centralizes Local Broadcasts; NBA Returns to Free TV

This article analyzes how professional sports leagues are restructuring their local media strategies in the wake of declining regional sports networks (RSNs). The NHL is centralizing production for teams like the Blue Jackets, Blues, Wild, and Hurricanes, following MLB's model, while allowing team-specific distribution flexibility. The NBA is temporarily returning to over-the-air television, with the Bucks and Hawks partnering with local broadcasters. The piece argues a hybrid model, balancing central production with local market flexibility, is the most effective approach in the post-cable era.

• NHL centralizes local broadcasts for 2026-27 season for four teams, including the Stanley Cup champion Carolina Hurricanes.
• Anaheim Ducks terminate agreement with Victory+ streaming partner after two seasons.
• MLB broadcasts games for 14 teams, including Arizona Diamondbacks and San Diego Padres since 2023.

Sports Brands Turn Fandom into Everyday Loyalty

At Advertising Week New York, executives from the Cleveland Cavaliers, Washington Commanders, the WTA, and Gotham FC discussed strategies to integrate fandom into fans' daily lives. They focus on nostalgia, star power, and community experiences beyond game days. The Cavaliers leverage its 2016 championship anniversary with various events, the Commanders revive 1980s-1990s heritage, the WTA connects player popularity to a season-long narrative, and Gotham FC elevates athletes to cultural icons. The consensus is that sports brands must offer reasons to engage before, during, and after games to compete with the broader entertainment industry.

• Panel at Advertising Week New York featured executives from Cavaliers, Commanders, WTA, and Gotham FC.
• Cavaliers plan to sell a chair that Taylor Swift sat in for $7,000.
• Cavaliers celebrate 10th anniversary of 2016 NBA championship with events including a public viewing that drew 7,000 people.

Jayden Daniels considered 'week-to-week,' will not be placed on IR

Washington Commanders quarterback Jayden Daniels will not be placed on Injured Reserve and is considered week-to-week after dislocating his elbow against the Dallas Cowboys in Week 2, head coach Dan Quinn said during his Friday press conference.

Commanders unveil first look at new stadium seating bowl

The Washington Commanders and global design firm HKS released the first interior renderings and animation of the new stadium’s seating bowl.