The Hawks yesterday named Turner Entertainment Networks President Steve Koonin CEO. He will oversee all business, financial and strategic operations of the Hawks and Philips Arena. Koonin also will acquire an equity position within the ownership group and represent the owners as the head of the organization (Hawks). The Atlanta Business Chronicle's Maria Saporta noted hiring Koonin is a move "aimed at strengthening the brand of the basketball team as well as focusing on more strategic plans for the organization." Hawks Majority Owner Bruce Levenson yesterday said, "We just felt we needed a CEO who could step out of our day-to-day operations, both on the business side and basketball side. Steve is coming on board to weave a host of strategic initiatives, such as strengthening our identity in the community and working on our digital platform. If you look at what Steve has done it the past, it's a perfect fit" (SAPORTAREPORT.com, 4/13). In Atlanta, Chris Vivlamore notes Hawks and Philips Arena President Bob Williams will "remain with the organization operating the arena," while Danny Ferry remains President of Basketball Operations & GM. The Hawks also recently "added five minor investors to their ownership group." The investors "did not have a significant ownership in the team nor did their additions change the current structure." More investors "could be added in the future," and Michael Gearon Jr. "remains as a co-managing partner." The Hawks have "long been trying to improve their image, tarnished with an ownership lawsuit that lasted several years and the sale and relocation" of the NHL Thrashers franchise. Koonin "led network rebrandings" with TNT and TBS. He is credited with "bringing late-night talk show host Conan O'Brien to TBS in a surprising move" (ATLANTA JOURNAL-CONSTITUTION, 4/14). ADWEEK's Anthony Crupi noted Koonin has "worked closely with the NBA for 28 years," including his tenure as Coca-Cola VP/Sports & Entertainment Marketing (ADWEEK.com, 4/13).
EXPANDING THE BRAND: Levenson this morning said the Hawks will not undergo a full rebrand, but instead the team will look to “extend the brand to places we haven’t been before,” Levenson said. “For the past couple of years, I have been the de-facto CEO, and as the opportunities began to mount like re-imagining our arena and our digital content strategy, it was apparent we needed somebody full time to focus on the opportunities." Koonin’s CEO role began to take shape when he initially began talking to Levenson about investing in the franchise. "The first opportunity is to mine the latent love for the Hawks in the marketplace,” Koonin said. “We have to tell people why what it matters. We need to build relationships. College football in the South is an emotional bond. We have to create feelings for the Hawks that are more than if they won or they lost. There are no short term fixes” (John Lombardo, Staff Writer).
