What's Happening?
The Charlotte Hornets have forged a new broadcast partnership with Gray Media, set to significantly expand the reach of their games across the Carolinas and into Virginia for the 2026-27 NBA season. Starting in October, fans in six markets across North
Carolina and South Carolina—Charleston, Columbia, Greenville-New Bern, Greenville-Spartanburg-Asheville-Anderson, Myrtle Beach, and Wilmington—will be able to watch Hornets games on local stations. Additionally, Gray Media will provide coverage in Roanoke, Virginia. This initiative aims to make Hornets basketball available free over-the-air and through participating local cable and satellite providers. The broadcasts will include pregame and postgame shows, offering news and analysis about the team. This new agreement complements existing arrangements, with WSOC Channel 9 and TV64 serving as the local broadcast home in the Charlotte region, and DAZN as the exclusive direct-to-consumer streaming platform for the 2026-27 season.
Why It's Important?
This expanded broadcast partnership is crucial for the Charlotte Hornets as it broadens their regional footprint and increases accessibility for fans. By making games available free over-the-air, the team is directly addressing a 'fans-first' commitment, aiming to connect with a wider audience, including long-time supporters, new viewers, and the next generation of fans throughout the Carolinas and Virginia. This move is particularly significant for a team that views itself as 'the team of the Carolinas,' as it strengthens community ties and potentially grows its fan base. Increased visibility can lead to greater engagement, merchandise sales, and local sponsorship opportunities, contributing to the team's overall brand value and financial health. For Gray Media, this partnership enhances its local programming offerings, providing valuable sports content to its affiliates and potentially attracting more viewers to its network.
What's Next?
The Charlotte Hornets are expected to announce market-specific game schedules and additional viewing information closer to the start of the 2026-27 NBA season. This will provide fans with the precise details needed to access games through the new Gray Media partnership. The team will also continue to leverage its existing broadcast agreements with WSOC Channel 9 and TV64 for the Charlotte region and DAZN for direct-to-consumer streaming. The success of this expanded reach will likely be monitored to assess its impact on fan engagement and regional popularity, potentially influencing future broadcast strategies and partnerships for the Hornets and other NBA teams looking to expand their local market presence.
Beyond the Headlines
This broadcast expansion reflects a broader trend in professional sports to diversify content delivery methods and reach audiences beyond traditional cable subscriptions. By offering games free over-the-air, the Hornets are tapping into a segment of viewers who may not subscribe to premium sports packages, potentially democratizing access to NBA content. This strategy could also serve as a model for other regional sports franchises seeking to deepen their connection with local communities and expand their fan base in an evolving media landscape. The emphasis on pregame and postgame shows suggests a holistic approach to fan engagement, aiming to provide comprehensive coverage and analysis that goes beyond just game broadcasts, fostering a more informed and connected fan community.
