Hornets replace Fanatics with Rally House in first NBA deal for sports merchandiser

The Business Journals· July 2, 2026

The Charlotte Hornets have officially transitioned their merchandising partnership from industry giant Fanatics to sports retailer Rally House. This agreement represents Rally House's first entry into the NBA market as a primary merchandising partner for a franchise. The shift highlights a growing diversification in the sports retail landscape as teams seek alternative partners for their fan apparel and e-commerce operations.

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