Wheels Up Experience has entered into a multi-year partnership with American professional basketball team Atlanta Hawks. The deal will integrate the Wheels Up brand into the most exclusive and private entrance to the award-winning State Farm Arena in Atlanta, Georgia, for games, concerts and other auxiliary events.

This newly branded VIP entrance in partnership with Wheels Up is reserved for Hawks players, coaching staff, premier partners and courtside seat members. Reflecting the brand's commitment to premium travel, this entrance embodies the seamless experiences that define Wheels Up.

“We are thrilled to announce this partnership with Wheels Up,” says Andrew Saltzman, Hawks' and State Farm Arena's president of business enterprise and chief commercial officer. “It is paramount for our organisation that we continue to elevate the incredible experience we provide our most premium members and partners and aligning with a world-class brand like Wheels Up to provide this exclusive access was a natural fit.”

As part of the multiyear agreement, Hawks and Wheels Up will also host an evening for premium Hawks' season ticket members. At this reception, Hawks fans and members of Atlanta's business community will have the opportunity to network in an intimate setting and learn how Wheels Up is redefining private aviation through personalised travel solutions.

“We are proud to partner with the Atlanta Hawks and State Farm Arena, and this newly branded exclusive entrance reflects our commitment to delivering unforgettable events and offerings for our clients,” remarks Kristen Lauria, chief customer and marketing officer at Wheels Up. “Aligning with a premier sports and entertainment leader in Atlanta is a natural extension of our dedication to providing unparalleled access, both in the air and on the ground.”

Home to the NBA's Atlanta Hawks, the award-winning State Farm Arena is a next-generation sports and live entertainment venue focused on experience, sustainability, and service; values that align with Wheels Up's commitment to delivering experiences worth repeating.