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2014-15 Front Office Report Cards: Michael Jordan

Owner Michael Jordan's biggest move this past year was re-branding the team from the Bobcats to the Hornets and that has paid dividends thus far. How did Jordan's other moves in this time shake out?

Sam Sharpe-USA TODAY Sports

In his 31st season, it may be safe to say that Michael Jordan's career is over. In 82 games, Jordan averaged zero points, rebounds, and assists on zero percent shooting from the field. You hate to see a guy hang on too long like this and we may have seen the last of Jordan.

Wait, Jordan isn't playing. That's right, he's the owner of the Hornets.


Recently, Jordan and the Hornets reached an agreement to have a D-League team for the Hornets for the 2016-'17 season. Having their own D-League team should be beneficial for the Hornets in allowing them to develop their prospects and get them playing time. Coaches of playoff teams don't trust rookies very often and therefore don't get the playing time they need. With their own D-League team, the Hornets will be able get those players on the court and hopefully have them ready for NBA competition when called upon.

For the second season in a row the Hornets have condensed their front office. Last summer Rod Higgins was let go, and now longtime scout Scott Howard was given his walking papers. It's hard to judge the motives of these moves; they  could be moving in a different direction or to cut down on the cooks in the kitchen and simplify things. These are moves we most likely won't be able to judge for awhile yet.

Of course, the biggest move Jordan made from last summer until now was bringing back the Hornets. The re-branding created tons of buzz for the franchise. Last month, Eric Spanberg wrote for the Charlotte Business Journal that the team's merchandise sales were up 300 percent and that attendance took a step forward as well. It would have been nice to have made the playoffs to go along with record sales for the team, but Jordan saw an early return on his investment of switching from the Bobcats name to the Hornets.


From the same CBJ article, the team's value has risen from the $175 million Jordan paid for the team five years ago to $725 million. Coupled with increased attendance and merchandise sales, it seems that Jordan has this team going in the right direction from a business standpoint. However, making the playoffs and improving the on-court product will certainly be a determinant of the sustainability of this recent trend.


Jordan doesn't really do much as far as social media goes. This isn't surprising, though, considering he's an owner and very few owners have a big online presence. So, the biggest thing with Jordan off-court may be his Dad Jeans sightings.


It seems as if Jordan and the Hornets are continuing to move forward in a new direction with the "out with the old, in with new" moves in the front office. Where the Hornets go in the future will be determined in part by Jordan since a franchise's stability trickles from ownership down to management and the players.