Atlanta Hawks Honor Military Personnel at Ninth Annual ‘Crowning Courage’ Event

For the ninth consecutive season, the Atlanta Hawks, in partnership with Crown Royal, celebrated the service and sacrifice of active-duty and retired military personnel during the annual ‘Crowning Courage’ event on Thursday, Jan. 23. The special occasion took place during the Hawks’ game against the Toronto Raptors, providing veterans and their guests with a memorable premium game experience.

Hawks Season Ticket Members played a key role in the celebration by donating their courtside and club seats to military personnel, ensuring an unforgettable evening. Additionally, corporate partners such as Gatorade, Kia, Sharecare, and others contributed lower-level seats, further enhancing the veterans’ experience.

Following the game, Hawks players met with the honored guests, offering them a chance to share their stories and connect on a personal level. This interaction served as a heartfelt acknowledgment of the veterans’ contributions and sacrifices.

Prior to tipoff, Hawks legend and Naismith Memorial Basketball Hall of Famer Dominique Wilkins greeted military personnel and their families. He took the time to hear their stories, thank them for their service, and pose for photos to mark the occasion.

“It is a true honor and privilege to bring these brave individuals together for our ninth annual Crowning Courage event,” said Atlanta Hawks Principal Owner Jami Gertz.”

The evening began with a moving pregame ceremony featuring the Army Color Guard, whose patriotic performance set the tone for a night dedicated to service and bravery. Throughout the game, video features spotlighted the dedication of past and present military personnel. A standout feature, created in partnership with the Brothers Keeper Veteran Foundation, highlighted the organization’s efforts to address Post-Traumatic Stress Injury (PTSI) and reduce the stigma surrounding mental health challenges faced by veterans.

As an additional gesture of appreciation, Crown Royal provided veterans with personalized gifts, delivered directly to their courtside seats.

“Marking nine years of partnership with the Atlanta Hawks, Crown Royal is honored to continue celebrating the generous spirit of the military community,” said Hadley Schafer, Vice President of Marketing for Crown Royal. “Through this collaboration, we’re proud to offer an experience that recognizes the dedication and sacrifices of those who’ve served, while creating a memorable moment of appreciation for their selflessness and service.”

Fans aged 21 and older were also able to participate in Crown Royal’s Purple Bag Project during the event. They assembled care packages for active-duty service members overseas, filling the brand’s iconic purple bags with essential items to provide support to those currently serving.

Since the event’s launch in 2016, the Hawks and Crown Royal have honored over 1,000 military personnel, offering them a unique courtside experience through the annual Crowning Courage event. For more information or to purchase tickets for upcoming games, visit Hawks.com/tickets.