Key insights : Paze is the official patch sponsor of the NBA's Atlanta Hawks. : Paze is the official patch sponsor of the NBA's Atlanta Hawks. "This is the beginning of the journey to build the [Paze] brand," Serge Elkiner, general manager of Paze, told American Banker. Stadium naming rights have also become popular among financial services companies. Not everyone is convinced that naming rights to stadiums or general sports sponsorships net the sort of return on investment that proponents claim they offer.