Regional Director

Charlotte Hornets and Rally House launch transformative partnership to redefine Fan retail experience. Collaboration strengthens retail strategy with tailored digital shopping experience & expanded regional footprint. July 1, 2026 - The Charlotte Hornets today announced a new multi-year partnership with Rally House, a leading sports apparel and merchandise retailer, to reimagine and elevate the team's online shopping experience for fans across the Carolinas and beyond. With this agreement, the Hornets become the first NBA team to establish an official e-commerce and brick-and-mortar partnership with Rally House. Under the partnership, Rally House will manage the Hornets' official e-commerce operations, introducing a tailored digital shopping experience, more curated and exclusive product offerings, and a more seamless customer experience designed to better serve the team's growing fanbase. The new Hornets e-commerce platform launches today, offering fans a more intuitive, modern, and connected shopping experience. "We are thrilled to welcome Rally House to the Hornets family of partners," said Hornets Sports & Entertainment Chief Marketing Officer Tyrel Kirkham. "This is a true collaboration that allows us to reinvigorate our e-commerce channel with a new business model and strategy that better positions us for long-term growth. What stood out to us most was Rally House's robust e-commerce capabilities combined with their growing brick-and-mortar footprint across the Carolinas. We're excited to leverage that footprint and collaborate on future product assortments that will be available both at Spectrum Center and via HornetsFanShop.com, creating a more consistent, connected retail experience for our fans." A core focus of the partnership is delivering a fans-first retail experience. The enhanced platform will provide greater accessibility to Hornets gear, including a wider range of apparel, headwear, novelties, and lifestyle products. Fans will also benefit from a significantly expanded online selection, featuring exclusive items, limited-edition drops, and unique Hornets collaborations developed specifically for Hornets fans. These curated collections will be available both online and in select retail locations, ensuring fans can shop the way that works best for them. "Partnering with the Charlotte Hornets is an exciting milestone for Rally House and a reflection of our commitment to delivering an unmatched shopping experience for sports fans. We are honored to work alongside such a respected organization to serve as the official operator of the team's e-commerce store, where we plan to double the selection of officially licensed Hornets merchandise available to fans," said Rally House Chief Executive Officer Aaron Liebert. "By leveraging our retail footprint throughout North Carolina, we'll also be able to ship directly from local stores, helping get products into customers' hands faster while providing the exceptional service they expect. We look forward to growing this partnership, strengthening the Hornets' connection with fans, and creating memorable experiences for years to come." The announcement comes on the heels of a record-setting year for the Hornets' retail business. During the 2025-26 season, the organization delivered one of the most successful retail performances in franchise history, recording the highest gameday sales to date, with gameday sales increasing approximately 40% year-over-year. The team also saw strong individual product performance, highlighted by the City Edition Remix "Hooper's Paradise" collection achieving a nearly 100% sell-through. Rally House currently operates five retail locations across the Carolinas, with a sixth store scheduled to open at Concord Mills in late July, further expanding its regional footprint and accessibility to Hornets fans. The Hornets Fan Shop at Spectrum Center, which will continue to be operated by Hornets Sports & Entertainment, is open Tuesday through Saturday from 11 a.m. to 6 p.m.

George Mason University selects new partners for course materials and campus merchandise. Apr 9, 2026 George Mason University announced on Apr. 9 that it will transition its apparel, bookstore, and course materials operations to Rally House and eCampus.com starting July 1, 2026. The university said this change is aimed at increasing flexibility, affordability, and student success by partnering with companies specializing in their respective areas. The move reflects a broader trend in higher education to separate the management of retail merchandise from course materials. Rally House will oversee branded merchandise, offering what the university describes as a wider range of spirit wear and campus gear. "These new relationships allow us to take a more customized approach for the modern student in order to meet the evolving needs of our campuses," said Pascal Petter, associate vice president of auxiliary and business services at George Mason. "By partnering with providers that excel in their respective areas, we are better positioned to support affordability, improve access to course materials, and enhance the overall retail experience for our campus community." Aaron Liebert, CEO of Rally House said: "Rally House is excited to partner with George Mason University on a new, fresh vision for campus retail. Our goal is to deliver the widest assortment of unique, high-quality merchandise that resonates with students, alumni, families and fans alike." Course materials will be managed by eCampus.com. Matt Montgomery, president and CEO at eCampus.com said: "eCampus.com looks forward to beginning our partnership with George Mason University and supporting its mission to provide a more accessible and student-centered course materials program. We're committed to reducing financial barriers, improving availability, and making the process of obtaining textbooks as seamless as possible. Together with George Mason, eCampus.com will improve faculty access and impact, and enhance the student experience to fuel academic success." Barnes & Noble College has operated George Mason's bookstore since 1999; university officials expressed appreciation for more than two decades of partnership during this transition period. Patriot Tech - the on-campus technology store - will continue operations without interruption during or after these changes. The university plans further updates about timelines and expanded services in coming weeks.