On June 23, 2025, the Atlanta Hawks, in collaboration with Stand Together, wrapped up an innovative six‑week Virtual Sales Academy designed to empower part‑time team members at State Farm Arena. Thirty‑three participants, ranging in age from 20 to 70 and without traditional sales backgrounds, completed this immersive program. Over the course of six weeks, they engaged in hands‑on training, including crafting sales scripts, managing objections, scheduling strategies, and conducting mock sales calls with Hawks sales leadership, all aimed at preparing individuals for potential careers in sports business.
Per Scholas played a pivotal role within this model by providing nonprofit training expertise and helping to facilitate access to career‑readiness pathways. After the virtual sessions, graduates were celebrated with a special networking event held at State Farm Arena, allowing participants to connect face‑to‑face with Hawks and arena executives.
This academy reflects the ongoing multi‑year collaboration between the Hawks, Stand Together, and Per Scholas, which champions skills‑based development and economic mobility by redirecting support toward talent often overlooked in conventional hiring channels.