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SBD/December 23, 2013/Franchises
Bobcats Unveil Nine New Hornets Logos For '14-15 Rebranding With Help From Nike
Published December 23, 2013
BUSY, BUSY BEES: ESPN.com's Darren Rovell noted the costs associated with changing the team's branding from Bobcats to Hornets "have been tabbed at around" $4M. Bobcats Exec VP and Chief Sales & Marketing Officer Pete Guelli said that the team has 250 "major points throughout the arena that need to be rebranded." Rovell noted while the Bobcats "have been in the bottom quartile of merchandise sales throughout their history," the team is "expected to make a huge leap, a large percentile of the royalties -- everything outside of team owned and arena sales -- will be split equally among the league's teams" (ESPN.com, 12/22). Bobcats Owner Michael Jordan said during the halftime ceremony to unveil the logos, "You guys asked and we delivered." The AP's Steve Reed noted merchandise featuring the new logos will "be available for purchase at the Bobcats team store on Jan. 18" (AP, 12/22).
REVIEWS ARE IN: In Charlotte, Tom Sorensen wrote the "stately" new Hornets logo "looks meaner and brings a harder edge" than the old Charlotte Hornets' logo. Sorensen: "The drive to bring back the Hornets’ name was led not by marketers but by fans. While a testament to the team's beloved past, the logo and the branding will help tell the story of this team" (CHARLOTTE OBSERVER, 12/22). FS1’s Ryan Field said, “I like the new logo. It looks meaner, sleeker” ("Fox Sports Live,” FS1, 12/21). CBSSPORTS.com's Royce Young wrote the new design is "pretty straightforward and solid" (CBSSPORTS.com, 12/22).