The world of sports lost an innovative visionary this past weekend with the passing of Max Muhleman at the age of 88. Muhleman, a renowned sports marketing pioneer, played an instrumental role in bringing both NFL and NBA franchises to the city of Charlotte in the late 1980s and early 1990s. His creative dealmaking and tireless efforts behind the scenes forever changed the sports landscape in the Carolinas.
The Mastermind Behind Charlotte’s Pro Sports Boom
Muhleman’s biggest claim to fame was his close collaboration with Carolina Panthers founder Jerry Richardson in the early 1990s to secure an NFL expansion team for the Carolinas. As the marketing mastermind, Muhleman crafted the pitch that convinced NFL owners to unanimously award the league’s 29th franchise to Richardson’s ownership group in 1993.
To prove the viability of pro football in the untapped Carolinas region, Muhleman’s savvy marketing plan included selling out NFL exhibition games in non-traditional markets like Raleigh, Chapel Hill, and Columbia. The overwhelming fan response sent a convincing message to the league about the area’s hunger for a hometown team.
I don’t think a lot of people realize what a big role Max played in getting the expansion team. He wasn’t out front, he preferred to be in the background. That was him. But he was as valuable as anybody in the process of getting a team.
Charlie Dayton, former Panthers director of communications
Pioneering the PSL Concept
Perhaps Muhleman’s most lasting contribution to sports business was his groundbreaking development of the permanent seat license, or PSL. Needing to finance a new stadium without public funds, Muhleman pitched the idea of fans paying a one-time fee for the right to purchase season tickets.
The Panthers ended up selling over 55,000 PSLs, raising the private capital needed to build the $187 million Bank of America Stadium in uptown Charlotte. This innovative PSL model was later adopted by numerous other pro sports franchises and became a game-changer in stadium financing.
The idea of the PSL almost came out of desperation at the time. It was like a Hail Mary. And it worked.
Tamera Green, Panthers SVP of communications
Bringing the Buzz to the Queen City
Before his efforts to land an NFL team, Muhleman also played a key role in Charlotte securing an NBA expansion franchise in 1988. Working alongside Hornets owner George Shinn, he helped develop the market analysis and compelling pitch that led to the city being awarded the first major pro sports team in the Carolinas.
From the Hornets to the Panthers to NASCAR, Muhleman had an immeasurable impact on Charlotte’s growth into a major sports town. His dealmaking prowess, marketing creativity and tireless drive were unmatched.
A Master Relationshipper Builder
Those who knew Muhleman best point to his extraordinary ability to develop and maintain deep personal relationships as the key to his success. Beyond just a marketer, he made everyone he interacted with feel important and valued.
What he was able to do, because of his background as a top-notch sports journalist, was make people he spoke to feel important and liked. He made them feel that they wanted to do business with him. It was the cultivation of not just clients, but friends.
Lee Muhleman, Max’s son
Max Muhleman’s legacy in Charlotte and the sports world at large is immeasurable. His vision, innovation and relationship mastery forever elevated his beloved hometown and will be remembered for generations to come. The teams and fans of Charlotte lost a true giant this weekend, but his enormous impact will endure.
