The NBA’s favorite sports-related social event is new and improved, with "glam stations, multiple hosts, a retail component" and more "Tinder-themed rooms," including "Swipe Right" and "Super Like" lounges.
While detractors may claim the idea is awkward or hilarious — or both — Hawks CEO Steve Koonin said last year’s event was a massive success, which inspired the Hawks and Tinder to team up again:
“Last January’s ‘Swipe Right Night’ was a national sensation and allowed a broad audience to experience the creativity and fun of our brand,” said Hawks CEO Steve Koonin. “This year’s ‘Swipe Right 2.0’ ushers in the official start of spring, and love will be in the air at Philips Arena. This night’s amazing game experience will help our fans make, in the words of our partners at Tinder, ‘new friends, dates, relationships, and everything in between.’”
While the popular mobile dating app isn’t traditionally associated with live events — which made last year’s event so unique — Tinder CMO Phil Schwarz believes that the app is actually ideal for such a setting:
“Tinder is a perfect fit for live events,” said Phil Schwarz, CMO of Tinder. “We know that combining Tinder with the electric energy inside Philips Arena for ‘Swipe Right 2.0’ will create an amazing social environment for fans to meet while enjoying the game. We are excited to be partnering with the Hawks once again to bring fans something totally unique.”
The hope, of course, is to appeal to a more Millennial-based audience, and attract casual fans who might not otherwise attend a Hawks game. If little Hawks fans are created in the process, well, it’s a win-win for everybody.
Jovan Buha covers the NBA for FOX Sports. Follow him on Twitter: @jovanbuha.