The Buzz Behind the Brand

Investigating the PR strategies of the Charlotte Hornets

By Colin Blackwell and his AI Assistants

Despite a challenging 19–63 season, the Charlotte Hornets continue to excel off the court through impactful community engagement. Their flagship “Swarm to Serve” initiative addresses key areas like education, hunger, military care, and wellness. Programs such as “Pick & Read” promote literacy by featuring authors of color, while the annual “Cornucopia” event distributes over 1,000 Thanksgiving meals in partnership with Food Lion and Coca-Cola. The “Yellow Ribbon Program” honors military members during games, providing $1,000 donations to their chosen charities.

The Hornets’ commitment to social justice is evident through their platform, which focuses on economic mobility, racial equity, and voting. Collaborations like the Innovation Summit with The Lonely Entrepreneur offer free business development resources. Events such as “50/50 Nights for Change” highlight local economic mobility efforts, and support for Black-led organizations is emphasized during Black Philanthropy Month.

Collaborative partnerships further their community impact. A recent multi-year partnership with Belk enhances fan experiences at the Spectrum Center, including renovations to the main concourse and Light Rail entrance. The construction of the Novant Health Performance Center, a 160,000-square-foot facility, underscores their investment in player development and community wellness. Additionally, the Hornets’ partnership with Bank of America continues to foster community volunteer projects through the annual Week of Service.

Addressing Limitations and Proposing Enhancements

While the Hornets’ community initiatives are commendable, certain areas present growth opportunities. Programs like Cody Zeller’s Sock Drive, though impactful, have limited reach compared to larger initiatives. The “Yellow Ribbon Program,” despite its noble intent, lacks the visibility of other NBA teams’ military tributes.

To enhance engagement, the Hornets could consider expanding the “Attendance+” program, which incentivizes school attendance through book vending machines, to more schools in the region. This would amplify their impact on education and literacy.

Furthermore, introducing a “Buzz City Builders” initiative could align with their themes of economic mobility and community development. This program would involve partnerships with local trade schools and construction companies to provide apprenticeships and job training for underrepresented youth, fostering skill development and employment opportunities.

By addressing these areas, the Charlotte Hornets can further solidify their role as a catalyst for positive change in the community, extending their influence beyond the basketball court. As the franchise continues to rebuild on the court, their off-court leadership offers a powerful reminder that meaningful wins can still be earned through service, inclusion, and vision. Their community-first approach sets a strong foundation for long-term brand loyalty and impact across the Carolinas.