Deal pairs e-commerce with in-venue retail operations at State Farm Arena
New retail destination, as part of mixed-use Centennial Yards real estate development, to offer Hawks and Atlanta team sports merchandise year-round
The Atlanta Hawks, Fanatics and Centennial Yards Company today announce that Fanatics will open a one-of-a-kind Atlanta sports store at Centennial Yards, bringing an immersive retail experience to the heart of the city’s sports and entertainment district. Anticipated to open in 2027, the flagship marks Fanatics’ first entry into a mixed-use real estate development and marks the first time the Hawks’ apparel will be available at a year-round retail destination outside the arena. The store is part of a groundbreaking multiyear, omnichannel retail partnership between Fanatics and the Hawks, under which Fanatics will assume operations of the team’s official e-commerce business and all retail touchpoints at State Farm Arena.
“Fanatics is one of the most respected players in sports retail, and we are thrilled that this partnership will provide Hawks fans a world-class retail experience both digitally and in-store. As our brand continues to evolve, it is exciting to be able to serve our fans year-round in State Farm Arena and introduce a state-of-the-art Fanatics store in Centennial Yards that both local fans and visitors will enjoy for years to come,” said Andrew Saltzman, President of Business Enterprise and Chief Commercial Officer of the Atlanta Hawks and State Farm Arena.
“When the leader in sports retail chooses Centennial Yards for its first location in a mixed-use development, it says something about where Downtown Atlanta is headed,” said Brian McGowan, President of Centennial Yards Company. “We’re seeing that momentum across the district, from new restaurants and entertainment to residences and hotels. Fanatics adds a destination built for Atlanta’s sports fans, right across the street from State Farm Arena and Mercedes-Benz Stadium.”
HawksShop.com, the new official e-commerce destination for the organization, will launch October 19, giving fans the widest-ever selection of Hawks team merchandise in one place. At the center of this new site is Fanatics’ Cloud Commerce Platform, the proprietary commerce engine built to keep pace with the real-time demand of sports fans. This new platform gives the Hawks a flexible, customizable storefront to amplify their brand with personalization nearly every step of the shopping journey for visitors, including homepage content, search results, and product recommendations, creating one seamless shopping experience for Hawks fans.
Ahead of the 2026-27 NBA season, Fanatics will begin operating the full suite of in-arena retail throughout State Farm Arena. The move shifts the Hawks to Fanatics' omnichannel model, bringing an expanded assortment and data-driven merchandising approach to gameday shopping while continuing to amplify the local experience the Hawks have provided their fans for years. Throughout the partnership, the two organizations will work together to invest in capital improvements that enhance the gameday shopping experience.
Once open, the flagship will give fans access to team gear on non-game days for the first time. It will carry the most in-demand merchandise not only from the Hawks, but from across the city’s beloved teams, positioning it as a true hub for Atlanta sports. Located directly adjacent to Mercedes-Benz Stadium and State Farm Arena, which together draw roughly 5 million fans to more than 225 major events each year, Centennial Yards is the $5 billion mixed-use development revitalizing 50 acres of underutilized land in Downtown Atlanta. Centennial Yards Company was created by CIM Group to act as the owner and master developer of Centennial Yards.
“This partnership marks Fanatics’ first entry into a mixed-use real estate development, and there’s no better place to start than Atlanta, whose fans are as passionate as any in sports,” said Ed O'Brien, Fanatics' SVP of Business Development and Strategy. “Beyond providing a best-in-class shopping experience for Hawks fans online and at the arena, we’re building something for every sports fan in Atlanta with our upcoming flagship store. We’re proud to bring this vision to life alongside great partners at the Hawks and Centennial Yards.”
The Fanatics flagship joins a growing roster of destinations at Centennial Yards. Hotel Phoenix, Cosm, The Irish Exit, Shake Shack, Zephyr and Bless Your Heart are now open, with Chops Lobster Bar, The Busy Bee Café, Varuni Napoli and Park Bench on the way. A 5,400-seat Live Nation venue and Virgin Hotel Atlanta are also expected to open in 2027.
Fanatics is the official e-commerce partner of the NBA. The Hawks are Fanatics’ 12th NBA e-commerce partner, with nine of those teams also partnering to operate in-venue retail to create an omnichannel experience for fans.