CHARLOTTE, N.C. — Max Muhleman, a notable figure in sports marketing known for creating the permanent seat license (PSL) concept and playing a vital role in the establishment of the Carolina Panthers and Charlotte Hornets, has passed away at the age of 88. His son, Lee Muhleman, shared that he died peacefully in Charlotte on Saturday after a battle with heart-related health issues.
In the early 1990s, Muhleman collaborated closely with Jerry Richardson, the founder of the Panthers, to secure an NFL franchise for the Carolinas. At the NFL owners’ meetings in October 1993, he delivered the crucial marketing presentation that helped Richardson gain unanimous approval for the league’s 29th team. The Panthers officially began their operations in 1995.
“Many may not realize how instrumental Max was in the team’s formation,” remarked former Panthers communications director Charlie Dayton. “He preferred to work behind the scenes but was an invaluable part of the entire process. His input was there at every key moment.”
Muhleman’s marketing strategy was comprehensive, including securing three preseason games in North Carolina and one in South Carolina, all of which sold out, reinforcing the perception that the Carolinas represented a viable market for professional football.
However, obtaining funding for the team was a challenge. Richardson was opposed to using public funds, and the league had concerns about him acquiring too much debt. It was during this pivotal time that Muhleman introduced the PSL concept, allowing fans to pay a one-time fee for the right to buy season tickets each year. More than 55,000 PSLs were sold, generating millions that were instrumental in financing the construction of Bank of America Stadium, a 72,000-seat venue located in downtown Charlotte that serves both the Panthers and the Charlotte FC of Major League Soccer.
Tamera Green, who worked alongside Muhleman for over a decade and currently serves as senior vice president and communications officer with the Panthers, praised his immense creativity and talent. “He pioneered several key initiatives in sports. The PSL idea was born out of urgency—it was almost a last-ditch effort, but it worked,” she noted.
Since then, the PSL model has been adopted by various professional sports teams to help fund their stadiums and arenas, a practice that the Panthers still employ today.
Earlier in his career, Muhleman was also pivotal in assisting George Shinn, then-owner of the Hornets, to develop their strategy for securing an NBA expansion franchise in Charlotte in 1988. The Hornets took to social media to honor Muhleman, referring to him as a “renowned sports marketing legend” and recognizing his significant contributions to the NBA’s expansion efforts.
In addition to his work in football and basketball, Muhleman provided guidance to Rick Hendrick as he sought to establish a NASCAR team. Jeff Gordon, a former NASCAR driver and current vice chairman of Hendrick Motorsports, credited Muhleman with the inception of Hendrick Motorsports, stating that without Muhleman’s encouragement over 40 years ago, it may not have come to fruition.
Lee Muhleman reflected on his father’s greatest asset, describing it as his ability to foster and maintain genuine relationships. “He was passionate about sports. His background as a distinguished sports journalist helped him connect with people, making them feel valued and enthusiastic about working with him. Max cultivated not just clients, but friendships, strengthening those bonds throughout his career.”