Home Depot Adds Digital Signage in Multi-Year Hawks Arena Deal
2026-11-04 · via Digital Signage Today
The Atlanta Hawks and State Farm Arena have signed a multi-year deal naming The Home Depot the venue's official home improvement partner, with the retailer's branding shifting toward digital displays rather than static signage alone, according to a press release.
The agreement expands Home Depot's presence to include the arena's 200-level impact board, LED courtside signage and concourse-level digital exposure. For venue operators watching how sports properties monetize screen real estate, this is another example of an arena consolidating sponsor inventory onto digital and LED surfaces instead of fixed signage, giving the venue more flexibility to sell, rotate and measure sponsor placements across a game night.
Andrew Saltzman, the Hawks and State Farm Arena's president of business enterprise and chief commercial officer, called Home Depot a "'True to Atlanta' brand" and said the partnership would bring "dynamic new fan activations" along with programs introducing local students to high-demand careers.
The release does not specify the value of the deal, its exact length, or which display hardware vendors or content management systems are involved in running the new digital inventory. It also does not detail what the "dynamic new fan activations" will actually look like on screen, or how the career-focused student programs connect to the signage itself.
For digital signage operators and integrators, the deal is a reminder that major sports venues continue to treat LED and digital signage as core sponsorship inventory rather than a supplement to static branding. Arenas with flexible digital infrastructure can offer sponsors like Home Depot multiple touchpoints, courtside LED, concourse screens and large-format boards, within a single contract, which likely makes these packages more attractive to large retail brands looking for repeated local visibility rather than a single static sign.
No additional details on installation timelines, screen specifications or the technology partners involved were included in the announcement.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
The Home Depot's presence will be digital within the Atlanta Hawks & State Farm Arena due toa multi-year agreement between the venue and home improvement retailer that aims to enhance the fan experience.
The Home Depot, which is now the arena's official home improvement partner, will expand its presence with static and digital signage, including the 200-level impact board, LED courtside and concourse-level exposure, according to a press release .
"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," Andrew Saltzman, Hawks and State Farm Arena's president of business enterprise and chief commercial officer, said in the release. "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."
Get the latest news and resources from Digital Signage Today.