In Atlanta, sports move differently, and according to Shannon Watkins, founder of Watkins Brand Advisors, they don’t “operate in a different lane than music or history or community. It is culture.”
Watkins made the comments while moderating the Home Field Advantage session during the final day of 2026 Brandweek. And culture was top of mind as the executive was joined by Shannon Joyner, chief marketing officer with the Atlanta Falcons; Melissa Proctor, executive vice president and chief marketing officer with the Atlanta Hawks; Adam Zimmerman, senior vice president, marketing and content, Atlanta Braves; and Mike Ridley, vice president, marketing, Atlanta United FC.
