Hawks Pivot to Amazon Prime Video as RSN Model Collapses

The Atlanta Hawks have entered a streaming partnership that makes them the first NBA team to stream local games exclusively on Amazon Prime Video, according to reporting from Sports Illustrated. The move follows the closure of FanDuel Sports Network, which created uncertainty regarding the team's broadcast home.

Under the new arrangement, in-market fans with a Prime membership can stream all local games—excluding national exclusive broadcasts—at no additional cost via the web and the Amazon Prime app. The Hawks' television territory encompasses South Carolina, Mississippi, Tennessee, Alabama, and Georgia. To maintain traditional accessibility, the organization previously announced that games would also broadcast on Peachtree TV and Atlanta News First stations.

Andrew Saltzman, the Atlanta Hawks and State Farm Arena chief commercial officer and president of business enterprise, stated that the partnership with Prime Video is intended to meet changing consumer viewing habits by delivering games across cellphones, tablets, and connected TVs. Saltzman noted the goal is to maximize accessibility throughout the Southeast and Georgia.

The shift represents a significant move toward direct-to-consumer distribution. While the team is transitioning its digital strategy, Sports Illustrated reports that longtime broadcasters Dominique Wilkins and Bob Rathbun will return to the broadcast team for all games not on national television.