CHARLOTTE, N.C. — The Charlotte Hornets have added Visionary Square, a Charlotte-based financial services firm, as an official team partner in a three-year deal that runs through the 2028-29 NBA season.

Hornets Sports & Entertainment and the company announced the agreement on Oct. 13, and it takes effect with the start of the 2026-27 season. Financial terms were not disclosed.

Visionary Square describes itself as a hybrid registered investment adviser that helps independent financial advisors build and scale their practices.

The firm grew out of the Independent Advisor Alliance before rebranding, and the Hornets deal is its first major step into pro sports sponsorship in its home market.

Fans at Spectrum Center will see the brand on courtside LED signage and rotational arena branding during Hornets home games, along with digital content and gameday integrations.

The partnership also launches a new social series, “Hornets Assists of the Month Presented by Visionary Square,” built around the team’s ball movement and unselfish plays.

Beyond the broadcast-visible inventory, the agreement includes hospitality. Visionary Square will host exclusive events at Spectrum Center for advisors, clients and local business leaders, a common piece of B2B sponsorships where the arena doubles as a client-entertainment venue.

“Charlotte is home, and we’re proud to partner with an organization that represents the energy, momentum and future of this community,” Visionary Square founder and CEO Robert Russo said.

Mike Behan, chief business and revenue officer for Hornets Sports & Entertainment, said the firm “shares many of the values that define our organization” as a Charlotte company helping entrepreneurs and business owners.

The deal arrives as Charlotte reopens a fully renovated Spectrum Center in the arena’s 20th-anniversary year and builds the Novant Health Performance Center across the street.

A refreshed building gives the Hornets more premium and branded inventory to sell, and a local financial firm is a natural fit for the courtside and hospitality packages that come with it.

Spectrum Center in Charlotte before a Hornets game, December 2016. File photo: Matthew D. Britt / Wikimedia Commons · CC BY 2.0. Resized.

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