March 19, 2024 – The Charlotte Hornets and Diamonds Direct today announced a new partnership under which the Charlotte-based luxury jewelry retailer becomes a Proud Partner of the Charlotte Hornets. Under the agreement, Diamonds Direct becomes the entitlement partner of performances by the Honey Bees dance team.
“We’re thrilled to welcome another Charlotte-based company, Diamonds Direct, into our family of partners,” said Hornets Sports & Entertainment Chief Revenue Officer Jacob Gallagher. “Diamonds Direct is known for its exceptional service and innovation within the retail space, and we know our fan base will be excited about the highly personalized and unrivaled products and services they offer.”
As the presenting partner for Honey Bees performances, Diamonds Direct will be featured on various types of signage during each home game of the regular season, including the Honey Bees backdrop, double 360 LED boards, courtside LED and scoreboard signage. In addition, the brand will be integrated into the arena’s internal TV network at Hornets home games and select arena events, providing additional exposure as guests move throughout Spectrum Center. Diamonds Direct also receives the right to use team marks and logos, as well as appearances by Hugo the Hornet and the Honey Bees at a local event.
"As a company deeply rooted in Charlotte, we are thrilled to celebrate our hometown pride through our partnership with the Charlotte Hornets," expressed Kelsey Halford Diachenko, Vice President of Marketing and Branding at Diamonds Direct. "The Hornets hold a special place in the hearts of Carolinians, much like Diamonds Direct, as both have established themselves as pillars in our community over many years. As a native of Charlotte myself, I am genuinely thrilled to announce this exciting collaboration. Not only do Hornets fans and Diamonds Direct supporters share a profound connection, but the enthusiasm and unwavering team spirit surrounding the Hornets is truly invigorating. We take immense pride in standing alongside our NBA home team and look forward to the journey ahead."