Hawks CEO Steve Koonin apologized to fans in an open letter posted on the team's website on Saturday for the racist comments made by general manager Danny Ferry.
Ferry has since taken an indefinite leave of absence.
Koonin said the team will take "a hard look" at itself and institute strong measures to repair their reputation, including working with a diversity consultant, hiring a Chief Diversity Officer and speaking with community leaders.
"We should embody civility, sportsmanship and human decency," Koonin wrote, "and we will demand that we exceed these standards."
Owner Bruce Levenson said earlier in the week that he will sell the team in the wake of racist emails he sent to Ferry and two of the team's minority owners.
- Chris Mascaro