The Home Depot’s presence at State Farm Arena will be digital, static and everywhere in between, following a multi-year agreement between the home improvement retailer and the Atlanta Hawks & State Farm Arena, announced November 4, 2026. The Home Depot is now the arena’s official home improvement partner, expanding its presence with static and digital signage, including the 200-level impact board, LED courtside and concourse-level exposure.
“Bringing together two Atlanta institutions like the Hawks and The Home Depot allows us to continue driving meaningful impact across our city, and we couldn’t be more excited to partner with this ‘True to Atlanta’ brand,” said Andrew Saltzman, Hawks and State Farm Arena’s president of business enterprise and chief commercial officer. “From dynamic new fan activations to programs introducing local students to high-demand careers, this partnership will deliver immediate energy and long-term value to our community.”
The arena deal is emblematic of how sports venues have become premium out-of-home environments. State Farm Arena hosts Atlanta Hawks games, concerts and marquee events in front of audiences measured in the tens of thousands, and its digital surfaces — from courtside LED boards to the 200-level impact board — deliver repeated exposure throughout every event. For a brand like The Home Depot, headquartered just a few miles away in Atlanta, the partnership combines local identity with national advertising value: every nationally televised Hawks game carries the retailer’s signage into living rooms across the country.
The digital element is central to the deal’s commercial logic. Courtside and impact-board displays allow dynamic creative that can be changed in seconds — a product promotion during a timeout, a season-specific message, or a community announcement tied to the retailer’s charitable programs. Unlike static signage, which locks a brand into a single message for months, digital arena surfaces behave like programmatic inventory, giving the partner the flexibility to rotate campaigns around game schedules, rivalries and playoff runs.
Venue advertising has been one of the more resilient segments of the OOH industry, and partnerships of this kind are becoming more sophisticated. Rather than a simple logo placement, the Hawks-Home Depot agreement bundles signage, fan activations and workforce-development programs aimed at introducing local students to high-demand careers — a community-relations dimension that increasingly distinguishes major venue deals. The multi-year commitment also gives the arena a stable anchor partner as it continues to refresh its premium hospitality and fan-experience offerings.
For other brands evaluating arena partnerships, the deal illustrates a shift in expectations: sponsors are no longer buying exposure alone, but an integrated digital and community platform. The success of the Hawks-Home Depot model will depend on how effectively the two organizations translate courtside pixels into measurable retail foot traffic and brand affinity — the same measurement question facing the wider OOH industry.
Why it matters: The multi-year arena partnership turns State Farm Arena’s LED courtside, impact board and concourse displays into a dynamic Home Depot advertising platform, underscoring how sports venues are consolidating digital signage, fan activation and community programming into integrated OOH deals.
Source: Digital Signage Today
