“Finding a partner that wants to help in that mission to make Atlanta and Georgia a better community is really critical for us,” said Andrew Saltzman, Hawks executive vice president and CRO, adding that the bedrock of the franchise’s values include inclusiveness, authenticity and innovation. With the Hawks, he said Excel is “going to really fish in Atlanta.” He did not rule out companies based elsewhere but said his “gut says” it will likely be a local partner. The first generation of the NBA patch program, introduced for the 2017-18 season, saw 73% of deals secured with companies in teams’ home markets, said Miller, adding that the figure has since dipped to roughly 50%. Miller said Excel will go “junkyard dog on those first 100, 150 leads until we get a, ‘Hey, let’s talk’ or ‘No, go away.’” The process entails Excel building out an initial master prospect list - derived from proprietary scorecard methodology. Miller said typical timetables for securing a deal range from six to 18 months ideally they’d love to announce a deal at season’s end. The Portland Trail Blazers began the preseason with a StormX patch, but that multiyear deal signed in 2021 was recently terminated. Utah Jazz, Qualtrics (2017) Note : At press time, the Memphis Grizzlies, New York Knicks and Washington Wizards had not secured a patch sponsor for the 2022-23 season. Toronto Raptors, Sun Life Financial (2017) Orlando Magic, Walt Disney Parks and Resorts (2017) Oklahoma City Thunder, Love’s Travel Stops (2019) Miami Heat, Ultimate Kronos Group (UKG) (2017) “There’s Centennial Yards and a $5 billion real estate development, State Farm Arena - I can’t even stop, there's like 10 other things that make them so special,” said Jason Miller, Excel senior vice president and head of properties.Ĭleveland Cavaliers, Cleveland-Cliffs (2022)ĭetroit Pistons, UWM (United Wholesale Mortgage) (2021) On the court, the team features captivating guard Trae Young. It ranks fourth in corporate headquarters and third in Fortune 500 companies. The Atlanta market is a hotbed of historically Black colleges and universities and the top metro area for commercial and industrial real estate. They’ve made a consequential impact in two top-of-mind areas: sustainability and diversity, equity and inclusion. The agency believes the Hawks possess all the ingredients brands covet. The team’s patch deal with digital health care brand Sharecare ends after the 2022-23 season, although both parties in August announced a multiyear extension of their broader partnership focused on the well-being of Atlantans.Įxcel has secured patch deals for 20% of the NBA. The Atlanta Hawks have retained Excel Sports Management to sell their jersey patch.
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