In an initiative that fuses sports entertainment with entrepreneur support, the Atlanta Hawks and UPS made quite the play, launching 'Lift the 404' during a game against the San Antonio Spurs. As the players donned their Fly City Edition uniforms, corporate and court partnerships recognized local business spirit—the kind that drips with dedication and sweat equity. As per FOX 5 Atlanta, the honored businesses, all minority-owned, are set to receive a little more than just applause: a $5,000 business grant from UPS, a pair of Hawks game tickets, and a custom-framed Hawks jersey.
The first up in this economic alley-oop was Simplicity Beverage Company, headed by Dr. Bianca Kovanni. The Atlanta-based outfit, known for its non-alcoholic, vegan, gluten-free drinks, also bears the stripe of a BevNET Live’s Showdown finalist as of December 2021. A little more than a hand clap, each recognized business gets to bask in the limelight as Co-Captains. This role springs them center court for meet-and-greets with game officials and team captains, before tip-off, an experience that certainly isn’t the everyday grind.
For the Hawks, 'Lift the 404' is more than grandstanding—it's a tangible stride toward community uplift. Hawks’ Executive Vice President and Chief Diversity, Inclusion and People Officer Camye Mackey puts it this way, "To 'Lift the 404' means that your business cares deeply about having a positive impact on Atlanta and its people," drawing a direct line between business vigor and civic betterment, as echoed in a statement obtained by NBA.com.
UPS, not just a courier but a player in local lore, cites its Atlanta roots as ground zero for its ethos of "delivering for our hometown community," said UPS President of Marketing Strategy and Brand, Chris Byrne. This promise unfolds as a commitment to locally-owned minority businesses, including, but not limited to Dr. Kovanni's endeavor. As of yet, companies like Bunny Hopkins with their eco-friendly children's toys, and the dapper Bespokuture, join the lineup of businesses set to be celebrated in the Hawks and UPS enterprise.
And it’s not all about the present hustle—the Hawks and UPS have their eyes on tomorrow's enterprise. Only last year, the Hawks, alongside the Black Girl Ventures Foundation, laid down some court-space for a 'Pull Up & Pitch' event, giving entrepreneurs a shot at $10,000 for their best business ideas. The collaborative thrust continues in March, with Hawks Ventures and their $50 million pockets, primed to back early-stage startups with minority and women entrepreneurs at the helm.
