ATLANTA — Just four months after a racially-charged scandal rocked the franchise, the Atlanta Hawks are again making national headlines, but this time it's for unprecedented success.
"I'll be polite and say, yes, this is a surprise," Hawks CEO Steve Koonin told Channel 2 investigative reporter Aaron Diamant.
Koonin's reaction is understandable, considering the team's success on the court comes despite so much uncertainty off the court.
"The vision has always been to unite the city around our team, and I think it's starting to take root," Koonin said.
The Hawks are riding a team-record winning streak before sellout crowds and skyrocketing TV ratings, while the franchise remains up for sale after a racially-charged preseason scandal.
"Our challenges have made us a much stronger organization, made us better, made us smarter, and made us realize how important it is for the city to be proud of us," Koonin said.
Just four months ago, Koonin made a public apology amid the fallout from a 2012 email that majority owner Bruce Levenson wrote containing questionable comments about black fans at Phillips Arena. Then, general manager Danny Ferry came under fire over his description of a prospective player from Africa during a June conference call.
"It was terribly difficult," Konnin said. "I was brand new, and (while) sports (usually) unites, unfortunately, this divided."
Since the season began, the Hawks have won 35 out of their first 43 games.
"Faithful fans are always going to be there," Hawks fan Barbara Steele said.
The team has sold out five of the last six home games.
"We feel the difference," Hawks forward Paul Millsap said. "We had to do our part at first."
In November, the Hawks hired Nzinga Shaw as chief diversity officer.
"I don't think all is forgiven," Shaw told Diamant. "I think that we still have a lot of work to do and we have to prove through our actions."
Shaw said the Hawks organization has been working hard to repair the team's public image.
"Everyone is talking to all of our constituents, all of our stakeholders, to really understand what they need, what they want and how we can be helpful in making all of those things come to life," Shaw said.
Diamant asked Hawks head coach Mike Budenholzer how he's kept his squad focused amid uncertainty off the court.
"It's not anything magical or special," Budenholzer said. "It's the players that deserve the credit, and they love playing and they love competing, and that's what they're doing."
Some industry analysts predict that, despite all the drama, with the team's winning ways, attendance and ratings spike, the team could be worth as much as $1 billion. An outside firm is in the process of vetting potential buyers.
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