On Monday the Atlanta Hawks announced a partnership with fantasy-sports platform PrizePicks, naming the company a "Proud Partner" sponsor of both the franchise and State Farm Arena. The deal weaves PrizePicks branding into Hawks broadcasts, arena signage and the team’s digital properties. A dedicated "PrizePicks Party Deck" will also debut inside the arena, giving fans a new space to engage with the brand during games.

PrizePicks began as a regional startup and has grown into one of the largest fantasy-sports companies in the United States. The company focuses on daily-fantasy contests that its executives argue are legally distinct from traditional sports betting and online gambling. Its rapid expansion has positioned it as a major player in the daily-fantasy market, making the Hawks its first partnership within the NBA.

The new Party Deck will join the arena’s existing fan-experience offerings and is already ranked among the country’s highest-attendance venues of its kind. The space is designed for interactive contests, leaderboards and live pick-making, allowing fans to test their knowledge of the game in real time. By situating the deck inside State Farm Arena, PrizePicks gains exposure to every home crowd that gathers for Hawks games.

Joey Molko, senior vice president of partnerships at PrizePicks, said the company’s products provide more ways for fans to engage with live sports, making them a natural fit for the Hawks. That sentiment aligns with the franchise’s emphasis on innovative fan experiences. By embedding daily-fantasy gameplay into the arena environment, the Hawks hope to deepen the connection between the team and its tech-savvy supporters.

The partnership reflects a broader shift among NBA clubs toward alternative revenue streams that sit outside the regulated betting space. While many teams have signed deals with sportsbooks, Atlanta’s choice of a daily-fantasy operator highlights the league’s evolving approach to fan engagement. As the season progresses, both parties will track participation metrics and digital interaction to gauge the impact of the collaboration on arena traffic and online activity.