The Hornets' interest in this week's NBA Global Games in China came from the team's desire to "extend the momentum that started last season with the rebranding from the Bobcats name, to network with the Chinese business culture (there are more than 30 Chinese companies with Charlotte operations), and to provide some national attention the franchise doesn’t often receive," according to Rick Bonnell of the CHARLOTTE OBSERVER. Hornets Owner Michael Jordan said, "It’s great for the players to get that type of exposure. We’re still up-and-coming. We want to be one of the elite teams. We want to be one of those teams that competes each and every night on (national) TV and in the playoffs." Bonnell notes tickets for the Hornets' Oct. 11 and Oct. 14 exhibition games in China "quickly sold out despite pricing courtside seats at about $500 per ticket." NBA Commissioner Adam Silver said, “Whether it’s in China or India or Africa or Europe or Latin America, there’s a real hunger for the NBA. Soccer is still the No. 1 sport globally (but) the NBA is probably the best-known single league in the world." Hornets President & COO Fred Whitfield, along with Exec VP and Chief Sales & Marketing Officer Pete Guelli, "saw this as an opportunity at the right time in the franchise's 11-year history." Whitfield said, "One of the questions we had to ask (after the name change) was ‘How does this brand grow globally?’ We told the NBA this might be a great opportunity to bring our team to China and put the city of Charlotte on a global stage." Jordan: "Having a solid basketball team means a lot, but at that same time having a fan base that reaches not just Charlotte and North Carolina but outside of that is important" (CHARLOTTE OBSERVER, 10/13).
BUZZ WORDS: NBA.com's Scott Howard-Cooper wrote the Hornets are on a "branding hot streak, from the chance to host All-Star weekend next season as a major promotional moment around the league to the opportunity to play in Asia as a merchandising stage around the world." The team's name change serves as a "tent pole near the middle." China, in particular, was a "trip the front office wanted for the marketing outreach and the team itself had to go along for the ride whether it wanted to or not." Whitfield said of Europe and South America, other possible exhibition locales, "Not that those aren't great markets, but with the NBA being the most-watched professional sport in China, with more people playing basketball in China than there are citizens in the United States, there's clearly a great appeal. We see it as a great opportunity to really grow our business and have our brand on the global stage or the global map." Charlotte Chamber of Commerce VP/Economic Development for Asia Eileen Cai said, "It is a great opportunity for us to brand Charlotte. ... They know Charlotte through Michael Jordan. They know Michael Jordan is the owner of the Hornets and the Hornets are based in Charlotte" (NBA.com, 10/10).
