The Hawks are so confident about next season they'll pay every full-season ticket holder $125 if they don't make the playoffs.
That's about a $500,000 bet for the Hawks, based on last year's sales of about 4,000 packages at between $1,025 and $3,485 each.
It's an unprecedented offer among Atlanta teams and extremely rare in professional sports. The Hawks have not made the playoffs in three seasons.
"I expect this team to make the playoffs, however," Hawks president Stan Kasten said on Monday. "When we do make the playoffs, we will reward our [full] season ticket holders by giving them the first playoff game free."
Kasten said the refund-reward program is the team's way of repairing its public image after a series of disasters. He said the program was initiated by coach Lon Kruger and supported by several veteran players
"Lon came to [upper management] and said he wanted to do this, to change perceptions," Kasten said. "He wanted the fans to know how strongly we believed in the team."
What about the pressure?
"That's what it's all about," Kruger said. "We like our team. We expect to make the playoffs."
Kasten said he talked to Shareef Abdur-Rahim, Theo Ratliff, Jason Terry and Dion Glover before implementing the program. "They're going to be hearing about this all summer and every day during the season," Kasten said. "They're going to have to live with this. They said, fine. They have no problem with it. And the way they've dedicated themselves this summer [by working out as a team three times each month], I think that says they are doing what's necessary to be in the playoffs."
Kasten said the Hawks considered two reasons not to offer the rebate: "As we learned last year, too many things can go wrong during a season," he said. "The other thing is that half the teams in the league lose every night. We don't sell winning and losing. We sell entertainment and competition.''