Atlanta Sports Teams Use Culture and Music to Deepen Fan Engagement
In Atlanta, sports are closely tied to the city’s wider cultural identity rather than operating separately from music, history and community, according to Shannon Watkins, founder of Watkins Brand Advisors. Watkins made the point while moderating the “Home Field Advantage” session on the final day of 2026 Brandweek. She described sports in Atlanta as culture itself, framing teams’ relationships with fans as part of the city’s broader social and creative fabric. The discussion brought together marketing leaders from several of Atlanta’s major professional franchises: Shannon Joyner, chief marketing officer of the Atlanta Falcons; Melissa Proctor, executive vice president and chief marketing officer of the Atlanta Hawks; Adam Zimmerman, senior vice president of marketing and content for the Atlanta Braves; and Mike Ridley, vice president of marketing for Atlanta United FC. Their presence reflected the central role that fan engagement and brand building play across Atlanta sports. The session focused on how teams connect with audiences in a market where athletic competition is closely associated with local community, history and cultural expression. Watkins’ description placed Atlanta’s teams alongside the city’s music, history and community as elements of the same cultural landscape.
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