On Monday (Oct. 24), Fox Sports Southeast and Fox Sports Go Platform announced a partnership with rapper T.I. to represent the Atlanta Hawks in a new promotional campaign.
“As a sports fan and a supporter of all of our Atlanta teams including the Hawks, I take great pride in representing the city on the Fox Sports Go platform and shining the spotlight on the Hawks franchise and its players,” T.I. said in a statement announcing his role.
Hawks CEO Steve Koonin said T.I.’s support helped redeem the organization with African-American audiences: “The trepidation was on my side, and T.I. ran towards us and then he and I made that unique commercial. That was a real important night, because opening night after having the situation that we did with the insensitive remarks, we didn’t know if the audience was coming back. But we felt that with T.I.’s endorsement it said, ‘Hey guys, it’s cool. It’s cool to be a Hawks fan.’ And then it took off.”
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