# Atlanta teams blend sports and culture to build fandom

> The Falcons, Hawks, Braves, and Atlanta United use hip-hop, civil rights history, and community ties to connect with fans beyond game day.
- Title: Atlanta teams blend sports and culture to build fandom
- Summary: The Falcons, Hawks, Braves, and Atlanta United use hip-hop, civil rights history, and community ties to connect with fans beyond game day. Sports franchises…
- Keywords: atlanta falcons, atlanta hawks, atlanta braves, atlanta united fc, sports marketing, fan engagement, hip-hop culture, martin luther king jr, community building, atlanta culture, brandweek 2026, Atlanta
- Source: Adweek — https://adweek.com/inside-the-brand/atlanta-sports-teams-tap-into-culture-to-keep-fans-engaged
- Author: Mark Mwachiro
- Published: 2026-09-18T20:20:28+00:00
- Read time: 1 min
- Topics: atlanta falcons, atlanta hawks, atlanta braves, atlanta united fc, sports marketing, fan engagement, hip-hop culture, martin luther king jr, community building, atlanta culture, brandweek 2026
## Atlanta sports operate as culture
Shannon Watkins, founder of Watkins Brand Advisors, says Atlanta sports teams don't operate separately from music, history, or community. They are culture itself.

> They don't operate in a different lane than music or history or community. It is culture.
## Falcons celebrate hip-hop roots
The Falcons hosted a legendary lineup of Atlanta rappers during a November 2023 home game against New Orleans to celebrate 50 years of hip-hop, nurturing the team's connection to the city's music scene.
## Hawks honor Dr. King's legacy
The Hawks keep Dr. Martin Luther King Jr.'s legacy alive through MLK City Edition uniforms and community investments that extend his impact beyond a single game.
## Braves built Atlanta's sports foundation
As Atlanta's first sports franchise in the 1960s, the Braves became woven into the city's fabric, creating a cultural connection that continues today.
## Atlanta United builds new traditions
With a young history, Atlanta United is organically building new traditions with supporters while leveraging soccer's ability to unite diverse communities.
## Transplants create divided houses
Atlanta's teams recognize the city attracts transplants with existing hometown loyalties, so they focus on converting new generations born in Atlanta and newcomers who choose to call it home.
## Key takeaway

Sports franchises that embed themselves in local culture and history create deeper fan loyalty that transcends geography and hometown allegiances.