As you may recall from my reoccurring sports column entitled: “Which NBA Owner is Making Racist Remarks Now”, last month, former Atlanta Hawks owner Bruce Levenson decided to sell the team after a racist email surfaced that he had written in 2012. For a team who is currently writing the playbook on mediocre basketball, and who’s game attendance has been steadily declining for the better part of a decade, the last thing you need is a race scandal that alienates 54% of the city’s population. That is why Atlanta Hawks CEO Steve “Stevie K” Koonin has decided to make a change.
Instead of the Hawks Home Opener on November 1st, Philips Arena will host Grammy Award winning recording artist, T.I. for a live concert complete with two 24-minute intermissions of NBA basketball (where the Hawks will take on the Pacers). Koonin and T.I. took to Twitter to share this video with fans:
T.I. has now spent enough time in the endorsement penalty box that his brand is back below the toxic levels that forced Chevrolet and Rémy Martin to cut ties following his 2007 Federal weapons charges. As far as this partnership, the Hawks’ front office seems hopeful that the multi-platinum artist will help their image in the community.
Some fans have been quick to call T.I. a “sell-out” over the promotion, arguing he shouldn’t be supporting the Hawks in light of the recent race scandal. If you are paying any attention, you’ll notice that the league and the Hawks organization have handled the situation as best as could be expected, and are taking steps to correct problems in the club’s culture. For cryin’ out loud: Koonin is even creating a C-Suite Position called “Chief Diversity Officer.” (Where do I apply?)
Every endorsement deal toe’s the line between “cashing in” and “selling out,” but this one falls on the right side of justice.
As far as I’m concerned, this is a non-story– just a fucking hilarious video.
-Moose