Hawks and SWAC Deals Blend Streaming, FAST and Local Broadcast Sports Access

Two sports-distribution agreements announced October 20 show Gray Media using local broadcasting alongside streaming services rather than treating the platforms as substitutes. The Atlanta Hawks are moving their locally televised 2026-27 games to a combination of Amazon’s Prime Video and Gray-owned Atlanta News First, while Gray is also adding free, over-the-air carriage to the Southwestern Athletic Conference’s SWAC TV streaming strategy.

Under the Hawks agreements, Prime Video subscribers in Georgia, Alabama, South Carolina, Mississippi and Tennessee will receive locally distributed games. Gray Media’s WANF-TV, Channel 46 in Atlanta, will provide over-the-air coverage, and Raycom Sports, a Gray Media subsidiary, will produce the broadcasts. Together, the arrangements cover 74 Hawks games; financial terms involving the Hawks, Amazon and Gray were not disclosed. Andrew Saltzman, president of business enterprise and chief commercial officer for the Atlanta Hawks and State Farm Arena, confirmed that the regional Prime Video access begins with the 2026-27 season. (thedesk.net)

The Hawks package replaces the team’s former regional-sports-network structure following the bankruptcy of Main Street Sports Group, which previously controlled local rights for the Hawks and 12 other NBA teams. The result gives Hawks viewers a paid streaming option across five states and a free antenna-based option through WANF, rather than requiring access to a traditional regional cable channel. (thedesk.net)

Separately, Gray Media, the SWAC and Triple B Media agreed to simulcast dozens of conference events on local stations. Participating outlets include WAFF-TV and WAAY-TV in Huntsville, Alabama; WSFA-TV, WCOV-TV and WIYC-TV in Montgomery, Alabama; and WLBT-TV in Jackson, Mississippi. The package spans football, basketball, soccer and other men’s and women’s sports from the SWAC’s 12 institutions and 18 conference-sponsored sports. A complete station-by-station schedule was not announced. (tvnewscheck.com)

That broadcast coverage complements the free, ad-supported SWAC TV channel operated and distributed with Triple B Media, in which Gray holds a minority interest. SWAC Commissioner Dr. Charles McClelland said the conference is pursuing multiple viewing options, while Gray Vice President of Content Acquisition Joshua Pila and Triple B Media CEO Anthony Bailey emphasized broader local reach.

ConsumerEXP analysis: The deals illustrate a layered distribution model—subscription streaming for regional scale, FAST for free connected-TV access and local stations for viewers using antennas or conventional television packages. Gray can extend sports programming across its broadcast footprint while the Hawks and SWAC reduce dependence on any single delivery system.