What's Happening?
The Charlotte Hornets have finalized a streaming partnership with DAZN, a sports streaming service, to broadcast 75 regular-season games across North Carolina and South Carolina for the 2026-27 NBA season. This agreement makes the Hornets the ninth NBA franchise
to join the DAZN platform. Of the 75 games, 71 will be exclusively streamed on DAZN, while four additional contests will be available through national TV providers. Five games are scheduled for national television on networks such as ESPN, ABC, NBC Peacock, or Prime Video. This streaming deal follows a recent one-year TV agreement with Cox Media Group, valued between $7 million and $8 million, which will see WSOC Channel 9 and TV64 broadcast non-nationally televised games free over the air in the Charlotte market. The Hornets organization, through Chief Business & Revenue Officer Mike Behan, stated that the goal of this off-season initiative was to enhance fan engagement and accessibility.
Why It's Important?
This partnership signifies a growing trend in professional sports towards direct-to-consumer streaming models, offering fans more flexible and accessible ways to watch games outside traditional cable packages. For the Charlotte Hornets, it addresses the critical need to expand their reach and engagement with their fan base across both North and South Carolina. The dual approach of a streaming deal with DAZN and a traditional TV broadcast agreement with Cox Media Group indicates a strategy to cater to diverse viewing preferences and maximize viewership. The financial aspects, including a rights fee between $1 million and $2 million from DAZN and a shared advertising revenue agreement, highlight the evolving economic landscape of sports broadcasting. This move also positions the Hornets to potentially transition into the NBA's aggregated streaming hub, which is expected to launch for the 2027-28 season, demonstrating foresight in adapting to future league-wide broadcasting changes.
What's Next?
The Charlotte Hornets will begin streaming 71 games on DAZN for the 2026-27 NBA season, with four additional games available via national TV providers. DAZN and the Hornets will commit marketing resources to educate audiences in both North and South Carolina about the new streaming options. Fans will have four subscription choices, including monthly and season passes, with varying features like multiple streams, multiview, and discounts on team merchandise and game tickets. The Hornets also have an exit clause in their agreement with DAZN, allowing them to join the NBA's aggregated streaming hub when it launches for the 2027-28 season. This indicates a potential shift towards a more centralized streaming model for the league in the near future, which could further alter how fans access NBA content.
Beyond the Headlines
The Hornets' deal with DAZN reflects a broader strategic pivot within the sports industry to capture younger, digitally native audiences who are increasingly cutting the cord from traditional cable. By offering flexible subscription models and enhanced viewing experiences, DAZN and similar platforms are reshaping how sports content is consumed. This move also highlights the increasing fragmentation of sports broadcasting rights, where teams are exploring individual deals alongside league-wide initiatives. The shared advertising revenue agreement between the Hornets and DAZN suggests a collaborative business model that aligns incentives for both parties to grow viewership. Furthermore, the inclusion of an exit clause for the NBA's aggregated streaming hub underscores the dynamic and uncertain future of sports media rights, where teams and leagues are constantly evaluating the best long-term distribution strategies to maximize revenue and fan engagement.
