Sports Marketing Visionary Max Muhleman Dies at 88

Muhleman, known for pioneering the personal seat license and shaping Charlotte's sports landscape, passed away from natural causes after a history of heart issues.

Max Muhleman, a trailblazer in sports marketing, played a pivotal role in founding the Carolina Panthers, Charlotte Hornets, and NASCAR's Hendrick Motorsports.
He introduced the concept of the personal seat license (PSL), a funding model that revolutionized stadium financing and was widely adopted across professional sports.
Muhleman was instrumental in securing Charlotte's NFL and NBA franchises, helping position the city as a major sports hub in the 1980s and 1990s.
He worked closely with NASCAR legend Rick Hendrick, providing strategic guidance that led to the creation of Hendrick Motorsports, now NASCAR's most successful team.
Muhleman, remembered for his kindness and innovative vision, leaves a legacy of transforming sports business and cultivating relationships that shaped the industry.