The Hornets have signed Rally House to manage the team’s e-commerce and retail operations, marking the Kansas-based company’s “first agreement with an NBA team,” according to Erik Spanberg of the CHARLOTTE BUSINESS JOURNAL. Fanatics had run the Hornets’ online merchandise operations since 2020. Rally House had been “focused on college teams and its growing, brick-and-mortar retail presence” before this new agreeement. Hornets CMO Tyrel Kirkham indicated that Rally House’s “expanding retail presence -- pairing physical retail with e-commerce” -- was a “major advantage” for the team. Spanberg notes Fanatics previously focused solely on e-commerce, while the Hornets “continued to manage the fan store and merchandise kiosks throughout Spectrum Center.” Rally House “can help broaden the Hornets’ physical retail reach.” The company has five retail locations in North Carolina and South Carolina, with the first Charlotte-area store set to open on July 31. Rally House CEO Aaron Liebert said adding the Hornets as a client “will accelerate plans for expansion” in Charlotte (CHARLOTTE BUSINESS JOURNAL, 7/1).
Hornets sign Rally House to run e-commerce, retail operations
