Gray Media and Atlanta Hawks Bring Hawks Basketball to Millions with Free Expansive, Georgia-Wide Broadcast Partnership for 2026–27 NBA Season

Rhea-AI Summary

Gray Media (NYSE: GTN) and the Atlanta Hawks have agreed a 2026–27 NBA season broadcast partnership under which all non‑nationally televised Hawks regular season games will air free over the air on WANF (Atlanta News First) and Peachtree Sports Network.

WANF becomes the franchise’s official broadcast partner, with games available via its over‑the‑air signal and carriage on major pay‑TV and vMVPD platforms including Xfinity, Spectrum, DirecTV, DISH Network, YouTube TV, DirecTV Stream and Fubo. Gray stations in Albany (WALB), Augusta (WRDW), Columbus (WTVM), Macon (WPGA) and Savannah (WTOC) will also carry games, creating a Georgia‑wide footprint.

According to Gray Media, a 13‑game package on WANF and Peachtree TV in 2025‑26 averaged more than 1.5x the ratings of other local Hawks games, supporting the decision to expand to all available regular season games plus three preseason and select national games in 2026–27.

Positive

• All non‑national Hawks regular season games free on Gray stations in 2026–27
• Prior 13‑game 2025–26 package drew over 1.5x ratings of other local Hawks games

Negative

• None.

News Market Reaction – GTN

-0.49%

-0.49% Session close to close

In the Jul 16 session, GTN declined 0.49%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

Against a backdrop of low short positioning labeled as low and recent insider net selling of 57,000 ...

Analysis

Against a backdrop of low short positioning labeled as low and recent insider net selling of 57,000 shares over 90 days, this Hawks partnership fits Gray’s broader sports-distribution strategy. Investors may watch whether upcoming earnings commentary quantifies viewership or advertising benefits.

Key Figures

Ratings uplift: more than 1.5 times 2025–26 TV package: 13 games 2023–24 simulcast packages: 10- and 11-game packages +5 more

8 metrics

Ratings uplift more than 1.5 times Ratings vs other local Hawks games, 2025–26 package

2025–26 TV package 13 games Hawks games aired on WANF and Peachtree TV in 2025–26 season

2023–24 simulcast packages 10- and 11-game packages Special free Hawks game packages during 2023–24 season

Television markets served 117 full-power television markets Gray Media coverage as of May 15, 2026

Household reach approximately 37% of US TV households Gray Media coverage as of May 15, 2026

Top-rated stations 78 markets Markets where Gray owns the top-rated station, 2025 Nielsen

Top 2 rated stations 101 markets Markets with first and/or second highest rated station, 2025 Nielsen

Telemundo affiliate group 46 markets Largest Telemundo affiliate group owned by Gray Media

Previous Partnership Reports

5 past events · Latest: Mar 09 (Positive)

Same Type Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Mar 09	Sports TV partnership	Positive	-3.9%	Two-year deal to air 10 Reds games per season free over-the-air.
Feb 24	Women’s sports deal	Positive	+0.0%	Multi-year media partnership for Portland Fire and Thorns with KPDX.
Feb 12	MLB programming package	Positive	-3.3%	Launch of Home Plate package expanding free Cardinals coverage.
Feb 03	Royals extension	Positive	-2.0%	Extension to air select free Kansas City Royals games in multiple markets.
Nov 11	NBA simulcast deal	Positive	-3.2%	Expanded Grizzlies partnership to simulcast seven games free in six markets.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Partnership announcements for Gray Media have typically been followed by flat to negative next-day moves despite their strategically positive nature.

Key Terms

over-the-air, digital marketing, restricted stock, regulation d rule 506(b)

4 terms

over-the-air technical

"each available game being broadcast for free over the air."

Over-the-air means sending data, software or updates wirelessly to devices without needing a physical connection or in-person visit, like receiving a new app or firmware update through your phone or car’s cellular connection. Investors care because it lets companies fix bugs, add features, or patch security remotely, reducing recall costs and boosting user experience and recurring revenue, while also introducing regulatory and cybersecurity risks that can affect value.

digital marketing technical

"a full-service digital agency offering national and local clients digital marketing strategies"

Digital marketing is the set of online activities a company uses to find, attract and keep customers—through websites, search engines, social media, email and online ads. For investors it matters because these activities are measurable and often scaleable, acting like a digital storefront and targeted billboard: stronger digital marketing can lower the cost to get customers, grow sales more efficiently, and signal better long-term revenue and profit potential.

restricted stock financial

"The award vests in full on April 30, 2027, so Howell must remain in service until that date to receive all shares."

Shares granted to an individual that carry limits on transfer or sale until certain conditions are met, such as staying with the company for a set time or hitting performance targets. Think of them as a locked gift that gradually opens; for investors they matter because they affect how many shares may enter the market later, signal management incentives and potential dilution, and reveal confidence in future company performance.

regulation d rule 506(b) regulatory

"reported a private exempt offering of debt securities under Regulation D Rule 506(b)."

A Securities and Exchange Commission exemption that lets companies raise private capital without full public registration if they follow specific rules on who can invest and how the offer is made. It matters to investors because it determines which investors can legally participate (generally accredited investors and a limited number of informed non‑accredited investors), whether public advertising is allowed, and what level of disclosure and resale restrictions apply — like a private-club rule for selling shares.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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All non-nationally televised regular season games to air on WANF and Peachtree Sports Network

ATLANTA, July 16, 2026 (GLOBE NEWSWIRE) -- Gray Media and the Atlanta Hawks today announced a landmark broadcast partnership that will bring all non-nationally televised Atlanta Hawks regular season games to Gray Media's Atlanta broadcast television station WANF (Atlanta News First) and Peachtree Sports Network during the 2026–27 NBA season. The agreement makes WANF the official broadcast partner of the franchise and represents the most accessible broadcast television commitment for Hawks Basketball with each available game being broadcast for free over the air.

Fans across the Atlanta market can watch Hawks games on WANF's free over-the-air signal, as well as through WANF's carriage on major pay-TV systems including Xfinity, Spectrum, DirecTV, and DISH Network. WANF is also available on YouTube TV, DirecTV Stream, and Fubo. Gray Media stations in Albany (WALB), Augusta (WRDW), Columbus (WTVM), Macon (WPGA), and Savannah (WTOC) will also carry games on their local stations.

"This partnership is a reflection of what Gray Media does best — serving our communities with the content they care about most," said Hilton H. Howell, Chairman and CEO of Gray Media. "Atlanta is one of the premier sports cities in the country, and we are proud to give Hawks fans across Georgia the most accessible, free viewing experience possible. This is a significant moment for our stations and for the fans we serve."

To celebrate the occasion, Atlanta News First temporarily changed its name to “Atlanta Hawks First” for today (July 16) during regularly scheduled broadcast news programs. The Hawks full-time return to free, local over-the-air broadcasts is a homecoming for the franchise, which originally aired on WPCH (previously WTCG/WTBS) from 1972-1994 and WANF (previously WGNX/WGCL) from 1986-1993. During the 2023-24 season, the Atlanta Hawks, WANF and Peachtree Sports Network began their recent collaboration, simulcasting special 10- and 11-game packages each season, providing a free viewing option for millions of fans in the region.

During the 2025-26 season, a 13-game package aired on WANF and Peachtree TV. The package performed incredibly well, averaging more than 1.5 times the ratings of the Hawks other local games [Source: Nielsen Local TV Viewership (Live+SD), 2025-2026, Atlanta, Adults18+]. 

"WANF has always been committed to Atlanta, and this partnership takes that commitment to a new level," said Erik Schrader, general manager of WANF and WPCH. "A huge advantage of being independent is we can carry even more Hawks games than we've been able to do previously, as we continue to bring Atlanta-centric programming to our Atlanta viewers. We can't wait to tip off the 2026–27 season."

"We are thrilled to expand our partnership with WANF and Peachtree Sports Network, giving Hawks fans across Georgia even greater access to their favorite team this upcoming season," said Andrew Saltzman, president of business enterprise and chief commercial officer of the Atlanta Hawks and State Farm Arena. "This agreement reflects our shared commitment to putting our fans first and delivering an outstanding fan experience for as many fans as possible."

In addition to the non-nationally televised regular season games, Gray will broadcast three preseason games and select national games during the 2026-27 season. The full broadcast schedule, including tip-off times and game-by-game details, will be announced at a later date. For more information, visit AtlantaNewsFirst.com/Hawks and Hawks.com.

About Gray Media:

Gray Media, Inc. (NYSE: GTN) is a multimedia company headquartered in Atlanta, Georgia. We are the nation’s largest owner of top-rated local television stations and digital assets. As of May 15, 2026, we serve 117 full-power television markets that collectively reach approximately 37% of US television households. The portfolio includes 78 markets with the top-rated television station and 101 markets with the first and/or second highest rated television station in average all-day ratings across the 116 of such markets that were measured by Nielsen in 2025. We also own the largest Telemundo Affiliate group with 46 markets and Gray Digital Media, a full-service digital agency offering national and local clients digital marketing strategies with the most advanced digital products and services. Our additional media properties include video production companies Raycom Sports, Tupelo Media Group, and PowerNation Studios, and studio production facilities Assembly Atlanta and Third Rail Studios.

Gray Contact:

Sandy Breland, Executive Vice President, Chief Operating Officer, 404-266-8333

ABOUT THE ATLANTA HAWKS:

Committed to entertaining and uniting the city of Atlanta since 1968, the Atlanta Hawks & State Farm Arena, under the leadership of Principal Owners Tony Ressler and Jami Gertz, continue to build bridges through basketball by following its True to Atlanta mantra. The Hawks organization focuses on positively impacting the lives of Atlantans through providing access to youth basketball, fighting food insecurity, and the transformation of State Farm Arena into Georgia’s largest-ever voting precinct for the 2020 elections. The Hawks family also includes the College Park Skyhawks (NBA G League). Atlanta Hawks Membership, which includes your seat for every home game, is on sale now at www.hawks.com/membership or by calling 866-715-1500. For more information on the Hawks, log on to www.hawks.com or follow us on social media @ATLHawks.

MEDIA CONTACT:  Garin Narain | Atlanta Hawks | (404) 395-0710 | Garin.Narain@Hawks.com

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FAQ

What does Gray Media's (NYSE: GTN) new Atlanta Hawks TV deal cover for the 2026–27 season?

The deal makes WANF the official broadcast partner for all non‑nationally televised Hawks regular season games in 2026–27. According to Gray Media, games will air free over the air on WANF and Peachtree Sports Network, plus select preseason and national games.

How can Georgia viewers watch Atlanta Hawks games under the Gray Media (GTN) partnership in 2026–27?

Viewers can watch free over the air on WANF in Atlanta and Gray stations in Albany, Augusta, Columbus, Macon and Savannah. According to Gray Media, WANF is also carried on Xfinity, Spectrum, DirecTV, DISH Network, YouTube TV, DirecTV Stream and Fubo.

Why is the 2026–27 Hawks broadcast agreement important for Gray Media (GTN) and fans?

The agreement centralizes all non‑national Hawks regular season games on free broadcast TV across Georgia. According to Gray Media, a 13‑game 2025–26 package delivered more than 1.5 times other local game ratings, indicating strong viewer demand for this distribution.

How did previous Atlanta Hawks games perform on Gray Media's WANF and Peachtree networks?

During 2025–26, a 13‑game Hawks package on WANF and Peachtree TV averaged more than 1.5 times ratings of other local Hawks games. According to Gray Media, this Nielsen‑measured outperformance supported expanding to all available regular season games in 2026–27.

Which Gray Media (GTN) stations outside Atlanta will carry Hawks games in 2026–27?

Gray will carry games on WALB in Albany, WRDW in Augusta, WTVM in Columbus, WPGA in Macon and WTOC in Savannah. According to Gray Media, this creates expansive, free broadcast coverage for Hawks basketball across major Georgia television markets.

Will preseason or national Atlanta Hawks games be on Gray Media channels in 2026–27?

Yes. In addition to non‑national regular season games, Gray will broadcast three preseason games and select national games. According to Gray Media, the full broadcast schedule, including tip‑off times and game‑by‑game details, will be announced later.