In an era where the realms of sports marketing and team inception intertwine like a well-executed play, the passing of Max Muhleman at age 88 sends ripples through the industry he so profoundly shaped. Revered as a linchpin in the establishment of burgeoning sports franchises such as the Carolina Panthers, Charlotte Hornets, and key NASCAR endeavors, Muhleman’s legacy is nothing short of monumental.
A master of persuasion, Muhleman delivered one of the most pivotal pitches in October 1993—his compelling case for the NFL expansion team, the Carolina Panthers, which ultimately secured its rightful place in the league. His ingenuity birthed the concept of the “personal seat license” (PSL), a revolutionary scheme allowing fans to invest in their team through a one-time fee, thereby granting them the right to purchase season tickets. This innovation not only helped finance the construction of the illustrious Bank of America Stadium but also set a precedent for other leagues to mimic, transforming fandom into a lucrative enterprise.
But let us not overlook the artistry with which Muhleman orchestrated the effort to land an NBA franchise for Charlotte, culminating in the arrival of the Hornets in 1988. This achievement was no mere stroke of luck but a testament to his shrewd market analysis, epitomized by his deep dive into the Los Angeles market—a crucial endeavor that informed the NFL’s strategy for re-establishing its presence in Southern California.
Rick Hendrick, an iconic figure in the NASCAR world, acknowledged Muhleman’s behind-the-scenes brilliance: “He’s not the guy who catches or throws the ball, or owns the team or drives the race car… But for him to be so well-known in the industry, he’s got to be good.” Acknowledgment not only of Muhleman’s genius but of the vital role he played in weaving together the fabric of professional sports in North Carolina.
Despite the later backlash against PSLs, which morphed into symbols of monetary exploitation, Muhleman initially envisioned a more reasonable investment for fans. In a revealing interview, he recounted how the skyrocketing prices of these licenses took him by surprise, especially after a classified ad for “two charter seat rights” fetched a staggering $5,000 after the Hornets’ inaugural season.
Muhleman’s influence extended into personal realms as well. He was preceded in death by his beloved wife, Jean, whose partnership in establishing Muhleman Marketing, Inc. in the 1970s solidified their place in North Carolina’s sports narrative. As he departed this world due to natural causes, the Charlotte Business Journal revealed that he left behind a legacy interwoven with both his family and the franchises that have become synonymous with Charlotte’s sports identity.
The void he leaves is palpable, a space that echoes the innovations and vision he championed—an industry titan whose efforts helped catalyze a movement in sports marketing and irrevocably changed the landscape of professional sports.
