A Certain Greenville Mogul Just Became an NBA Team's Official Media Partner. Read the Room.

Somewhere in the ever-blurring territory between sports franchise and content empire, a deal has apparently been struck. Tubefilter reported Sunday on the growing entanglement of creators and professional sports, and buried inside its taxonomy of the genre was a pairing that deserves its own paragraph: a certain 500-million-subscriber YouTube institution and a certain NBA team based in Charlotte. The Hornets. The name begins with Beast and ends with a partnership that, per Tubefilter's framing, now qualifies as an official media arrangement.

Tubefilter grouped this alongside KSI and Logan Paul's Arsenal adjacency and the Sidemen's Farnham Town FC involvement, which is flattering company or a sign of how far the category has stretched, depending on your disposition. What is not disputed is that the overlap between professional sports franchises and the creator economy has passed the point of novelty. Whether it has passed the point of wisdom is a question the Charlotte Hornets will be answering for some time.