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MJ's first job: ditch the bobcats name, logo

Mar 1, 2010, 10:05 AM EST

There’s a long list of things fans in Charlotte don’t like about the Bobcats — and it starts with the name Bobcats.

Bob Johnson owned the team from its expansion days, and naming the team the Bobcats was in part naming the team after himself. He turned out to be a pretty pedestrian owner. And by pedestrian we mean crappy. So if the owner named the team after himself and said owner was crappy, ergo… Name change with the new owner.

They are talking about it in North Carolina (via Hardwood Paroxysm).

This wouldn’t be cheap. I spoke with an NBA executive who estimated it would cost the franchise anywhere from $3 million to $10 million to rebrand the team. There are so many signs and logos that would have to be replaced, and any pre-existing merchandise gets deeply discounted or thrown away. (Example: You could have bought an Adam Morrison jersey REALLY cheap last March.)

By the way — that same NBA insider who estimated the cost at $3-$10 million said it would be money well spent.

When Charlotte had the Hornets the name fit (that name referenced a local Civil War story) plus everybody is a little afraid of Hornets. Of course, they are now in New Orleans, where the name makes no sense. What made sense in the Big Easy was Jazz, but they are now in Salt Lake City, home of the nation’s best… tabernacle choir. Not exactly Jazz. And let’s not get into the fact Los Angeles has an ocean, not lakes.

We could go on and on, but every sport has this (there’s about as many trolley Dodgers in Los Angeles as there are lakes). But you live with them because they are traditions. The Bobcats have no traditions, save mediocrity. Time for a new name.

Of course, if new owner Michael Jordan picks the name, they might become the Charlotte Nike Air Jordans. Which would be better than any Fruit of the Loom tie ins.

  1. Roy - Mar 1, 2010 at 1:33 PM

    Kurt, how many times have you actually watch the Bobcats play when they were not playing either the Lakers or Clippers? What do you actually know about this team other than what you hear from other reporters. Bob Johnson bought the team, so he could call them what he wanted…when you buy a team feel free to do the same.

  2. Alex - Mar 1, 2010 at 3:03 PM

    Rename it the Charlotte Jumpmen. Jumpman resembles MJ and his sneaker brand. A cross branding may work and increase the Team/Brand apparel and merchandises.

  3. John Galt - Mar 1, 2010 at 4:36 PM

    Charlotte’s Web.
    Done and done.

  4. Rick - Mar 17, 2010 at 8:57 PM

    I like the original name introduced to the vote(which was an illusion of a vote), Flight. Charlotte Flight or take the whole region with Carolina Flight…..Or just the state of North Carolina….go with North Carolina Flight. I think it would be a great idea for Jordan. The plane on the license plate of North Carolina could be one of the logos…..incorporate white and a light blue and royal blue with red accents.
    NCF with a few streaks on the shorts giving the “flight” movement look to it. Give an old fasion look to the logo….start a new trend to follow.

  5. Rick - Mar 17, 2010 at 9:01 PM

    I like the original name introduced to the vote(which was an illusion of a vote), Flight. Charlotte Flight or take the whole region with Carolina Flight…..Or just the state of North Carolina….go with North Carolina Flight. I think it would be a great idea for Jordan. The plane on the license plate of North Carolina could be one of the logos…..incorporate white and a light blue and royal blue with red accents.
    NCF with a few streaks on the shorts giving the “flight” movement look to it. Give an old fasion look to the logo….start a new trend to follow. Change it next year and get started with the move forward.

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