Atlanta Hawks Continue to Struggle With Homecourt Advantage

The Atlanta Hawks continue to struggle building a homecourt advantage in State Farm Arena.

The phrase "True To Atlanta" is more than a promotional hashtag used by the Atlanta Hawks social media accounts. It's a philosophy that guides the organization's moves on and the off the court.

It is fair to critique the team's play at times, but there is no denying the organization does a stellar job of remaining authentically Atlanta. They regularly bring in A-list musicians and actors, and the organization is a pillar in the community.

Yet, Hawks fans get drowned out by opposing fanbases on a regular basis. The latest example was during yesterday's game when Ja Morant and the Memphis Grizzlies took over State Farm Arena. Even Atlanta rappers Gucci Mane and Lil Baby lined up to meet Morant during the festivities.

listen to the crowd 🗣️ pic.twitter.com/6Ww9xFJ68W

— Memphis Grizzlies (@memgrizz) March 27, 2023

Hawks fans reacted harshly to John Collins' gentle criticism of their fairweather fandom following a win over the Golden State Warriors earlier this month. But it's true; State Farm Arena is an Airbnb for opposing teams' fanbases.

So why can the Hawks never build a reliable homecourt advantage in a basketball-crazed town like Atlanta? There are several answers, some of which are simple, and others are more deeply-rooted.

Of course, Atlanta is a town full of transplants which lends itself to embarrassing moments of fans cheering for opponents. Also, Atlanta is located in prime geography for visitors thanks to the highway system and airport. But that still doesn't quite get to the root cause of the issue. 

Yes 🙌 https://t.co/RNgyP92EcZ pic.twitter.com/hKq17ByNnI

— Miami HEAT (@MiamiHEAT) April 25, 2022

Is it the marketing of the team? No, they have tried every uniform and color combination in the book. Last year, I spoke with the designer of many Hawks uniforms, who discussed the team's never-ending identity crisis.

Is it a lack of star power? That can't be it. Trae Young is a household name thanks to his multiple national ad campaigns, signature sneaker line with Adidas, and propensity for playing the heal on the road.

You can try to look around the city, but the Atlanta Braves are not a fair comparison.  They have a monopoly on the deep south, have won two World Series in most fans' lifetimes, and are still reaping the benefits of the TBS Superstation.

Sometimes the most straightforward answer is right in front of you. The Hawks have only been to the Eastern Conference Finals twice. Winning cures everything. Bring home a few Larry O'Brien trophies, and more Hawks jerseys will be seen in the crowd at home and on the road.