The organization has announced the team will be revamping its image, starting with its name. Formerly known as the Atlanta Hawks, the new Atlanta Hawks Basketball Club seeks to incorporate its local community and fans into its branded identity.
“The Atlanta Hawks Basketball Club moniker expands on the idea that we are more than just a team of 15 players. Our Basketball Club recognizes the contributions of the entire staff to our success. It respects and honors past players and coaches and their significance. Ultimately, the new Basketball Club designation reflects our commitment to building an emotional connection with our fans and maintaining an inclusive environment that welcomes all people. In the Atlanta Hawks Basketball Club, ‘everyone matters’ and all are welcome.”