The NBA's Hornets and Magic teams are making significant moves in their broadcast partnerships for the 2026/27 season, following the departure of Main Street Sport Group. These changes are reshaping the local TV landscape for these franchises.
Hornets' Local TV Deal with Cox Media Group
The Charlotte Hornets have secured a one-year deal with Cox Media Group, marking a strategic shift in their broadcasting strategy. This partnership will bring Hornets games to the Charlotte region via WSOC-TV Channel 9 and TV64, making them accessible to local fans for free. The team is also in the process of finalizing a direct-to-consumer streaming service, though the specifics remain under wraps.
One intriguing aspect of this deal is the potential return of commentators Eric Collins and Dell Curry, adding a layer of familiarity and excitement for Hornets fans. However, the question of where non-nationally televised games will be broadcast outside Charlotte is yet to be determined.
Magic's Broad Reach with Cox Media Group
Similarly, the Orlando Magic have chosen Cox Media Group as their over-the-air partner for regular season games, excluding national broadcasts. This partnership will see Magic games primarily air on WRDQ TV 27, with select games also on WFTV Channel 9. Like the Hornets, the Magic are finalizing details for their direct-to-consumer streaming service, with DAZN potentially involved.
Financial Implications
According to Tom Friend of Sports Business Journal, the Hornets can expect to receive a rights fee of around $7-8 million annually from Cox, while the Magic's fee is projected to be approximately $8 million. These financial arrangements are crucial for the teams' revenue streams and overall financial health.
The Broader Impact
These broadcast deals highlight the evolving relationship between NBA teams and their local audiences. The shift towards direct-to-consumer streaming and the importance of local TV partnerships underscore the need for teams to adapt to changing consumer preferences and market dynamics. As the NBA continues to grow, these strategic moves will play a pivotal role in maintaining fan engagement and loyalty.
In my opinion, the Hornets and Magic's decisions to partner with Cox Media Group demonstrate a thoughtful approach to broadcasting, balancing traditional TV with modern streaming options. This strategy not only ensures that fans can access games easily but also positions these teams to thrive in a rapidly changing media landscape.
