Hornets Name Change Could Impact Brand
The Pelicans? Really?
The New Orleans Hornets organization is going to change their name. When Tom Benson was awarded the team in April he kept no secret of his desire to drop the Hornets moniker in exchange for a name that was more suited to the Louisiana/New Orleans market.
The Hornets for their part are emphatically denying that a name change is anywhere close, as there is a lengthy and substantial NBA approval process that a name change has to undergo, but it is clear that Pelicans is the name the owner wants and that they have already started that process.
What’s overlooked in all of this is the economic impact of a name change and that marketability of merchandise with a team logo is the largest portion of the NBA’s income, far exceeding its TV revenue, far exceeding its game ticket sales.