The Atlanta Hawks are making a significant change to how fans watch basketball this season. With the 2026-27 NBA season approaching, the Hawks have partnered with Amazon Prime Video to become the only NBA team offering exclusive local streaming through the platform.
The move could make Hawks basketball more accessible than ever while positioning Atlanta at the forefront of a major shift in how NBA games are distributed.
Hawks Fans Get a Major Win
Perhaps the biggest takeaway from the agreement is its simplicity.
Fans living in Georgia, Alabama, Tennessee, South Carolina, and Mississippi will be able to stream locally available Hawks games through Amazon Prime Video without purchasing an additional sports package.
Anyone with an existing Prime membership will have access to the games, excluding nationally exclusive broadcasts.
This is a major change for fans who previously had to navigate expensive regional sports networks or purchase additional streaming subscriptions to follow the team.
The Hawks are also maintaining a traditional television presence. Atlanta’s 74 non-nationally exclusive games will be available through WANF-46 and Peachtree Sports Network, providing multiple ways for fans to watch throughout the season.
Why This Could Be Bigger Than Basketball
While the agreement directly benefits Hawks fans, it could also have major implications for the NBA’s future.
According to Sports Business Journal, Amazon’s agreement with Atlanta is a one-year deal reportedly worth a low-seven-figure amount.
Amazon is positioning itself to compete for the NBA’s potential centralized local streaming platform, which could eventually bring games from as many as 20 to 29 teams under one service.
Other major companies, including DAZN and YouTube, are also expected to compete for those rights.
That makes Atlanta’s agreement particularly interesting. The Hawks could serve as an early example of how Amazon plans to distribute local NBA games to a much larger audience.
A Smart Move for the Hawks’ Growing Brand
For Atlanta, the timing couldn’t be better.
The Hawks are working to build excitement around their young roster, led by rising star Jalen Johnson, while continuing to develop a competitive identity in the Eastern Conference.
Making games easier to access could help introduce the team to new fans across the Southeast.
It also creates opportunities for greater exposure, stronger fan engagement, and potentially more valuable sponsorship partnerships.
Instead of requiring fans to sign up for another expensive service, Atlanta is bringing its product to a platform millions of households already use.
What’s Next for Atlanta?
The agreement currently covers only the 2026-27 season, meaning the Hawks could have another major television decision to make next year.
The NBA is exploring a centralized streaming approach that could dramatically reshape local broadcasting across the league.
For now, however, Atlanta has taken an important step toward making its games easier to watch.
The bottom line: The Hawks aren’t just changing where their games are streamed. They’re helping demonstrate what the next generation of local NBA broadcasting could look like.
And for Hawks fans who already have Amazon Prime, that’s a pretty significant win.
