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Hawks CEO: Sought-after middle-aged suburban white guy - aka the 'Alpharetta Unicorn' - won't save the franchise

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"We call this the Alpharetta Unicorn. This is the 55-year-old guy who's going to drive an hour from Alpharetta into the city with three buddies to go to the Hawks game. He doesn't exist. And there is no music, no kiss cam, no cheerleaders, no shooting for a free car, no bobbleheads ... nothing is going to change that."

Atlanta Hawks CEO Steve Koonin dismisses the notion that, contrary to an owner's email that stereotyped the team's black fans, ultimately forcing its sale, middle-aged white ticketholders from the suburbs are what the franchise needs to become successful. (via ESPN)

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