PrizePicks announced its inaugural partnership with an NBA franchise, linking the daily-fantasy operator to the Atlanta Hawks. The deal brings PrizePicks branding to State Farm Arena and integrates the brand into the team’s broadcast graphics, promising new fan experiences throughout the arena and on television.

"PrizePicks was born in Atlanta and basketball has always been part of our soul, so we couldn’t be more excited that our first NBA franchise partnership is with our hometown team," said Joey Molko, senior vice president of partnerships at PrizePicks. "The Hawks share our obsession with bringing fans closer to the game, and we can’t wait to join them in making every game more fun to watch and to celebrate basketball culture in THE A." Hawks president Andrew Saltzman added, "We are thrilled to be the first NBA franchise to partner with PrizePicks. As two organizations with deep roots in Atlanta, we look forward to building something truly special together and creating new opportunities to deliver unique and engaging experiences to our fans."

The agreement introduces a dedicated PrizePicks Party Deck inside State Farm Arena, where fans will enjoy elevated game-day experiences and occasional contests. PrizePicks will also serve as a presenting sponsor for several Hawks initiatives, including the Hawks AF (And Friends) program and the team’s internally produced podcast series. The partnership will feature "certain groups of Atlanta Hawks players" in local marketing efforts designed to deepen the brand’s connection with the community.

PrizePicks’ partnership with the Hawks adds to an already growing sports portfolio that includes a long-standing relationship with the Atlanta Braves, which began in 2020. Earlier this year the company was named an Official Daily Fantasy Sports Partner of the NBA, underscoring its commitment to professional basketball across the league. The Hawks-PrizePicks collaboration reflects a broader strategy of leveraging homegrown brands to enrich the fan experience.

From a fan-engagement perspective, the partnership focuses on adding new touchpoints rather than influencing on-court performance. By placing logos on arena LED boards, concourse signage, and broadcast overlays, and by offering the Party Deck as a hub for game-day activity, the Hawks aim to create a more immersive atmosphere for supporters. The success of these initiatives will be measured through fan-activation metrics such as app downloads, event attendance, and engagement rates, providing a template for other franchises seeking to blend local culture with the daily-fantasy ecosystem.