Senior Business Analyst

The Senior Business Analyst plays a pivotal role in advancing Hornets Sports & Entertainment’s (HSE) partnership strategy through fan research, sponsorship measurement, market intelligence and data-driven insights. You will be responsible for analyzing fan, consumer, and partnership performance data to support corporate partnership sales, retention, activation efforts and revenue growth.

Working closely with the Corporate Partnerships team, you will develop research, reporting, and analytical frameworks that demonstrate the value of Hornets assets, identify new business opportunities, support category strategy, and provide actionable insights that support strategic decision-making across HSE.

Core Values

The Charlotte Hornets organization embodies the following core values

• Integrity
• Teamwork
• Competitiveness
• Candor
• Accountability
• Resilience

Essential Duties and Responsibilities

• Develop data-driven insights and research that support partnership sales, renewals, retention initiatives and revenue growth.
• Analyze fan demographics, consumer behavior, audience engagement, sponsorship performance, and marketplace trends to identify opportunities for partners and prospective sponsors.
• Build and maintain dashboards, reporting tools, and analytical frameworks used to evaluate asset performance, fan engagement and business outcomes.
• Partner with Solutions and Revenue Strategy to identify category white space and craft data-backed sales narratives that support new business development and revenue growth.
• Conduct fan research, market intelligence studies, competitive benchmarking, and audience analysis to support partnership strategy and new business development.
• Collaborate with Corporate Partnerships and cross-functional teams to develop insights and reporting that support partner recaps, renewal presentations, sales proposals and organizational objectives.
• Integrate data from internal and external sources to identify trends, quantify partnership value and deliver actionable business recommendations.
• Monitor industry trends, sponsorship best practices, and emerging research methodologies to continuously enhance the organization's partnership insights capabilities.
• Perform other duties as assigned by leadership.

Required Skills, Experience and Abilities

To perform the job successfully, you should demonstrate the following competencies:

• Proven experience (4+ years) in business analytics, partnership analytics, or strategy in a sports, entertainment, or related industry.
• Demonstrated experience supporting partnership sales, activation and retention initiatives through research and analytics.
• Advanced proficiency in data analytics tools (Excel, SQL, Python, or R) and business intelligence platforms (Tableau, Power BI, or similar).
• Familiarity with fan research, sponsorship measurement and consumer intelligence platforms.
• Strong understanding of sports business economics, revenue drivers, sponsorships, ticketing strategies and fan engagement metrics.
• Excellent communication skills, with the ability to translate complex data into concise, compelling insights, recommendations, and sales narratives for both technical and non-technical audiences.
• Highly organized, detail-oriented, and capable of managing multiple projects simultaneously in a fast-paced environment.
• Self-motivated and solutions-focused, with the ability to work independently while thriving in a collaborative, cross-functional setting.
• Professional demeanor with the ability to build strong relationships across departments and with external partners.
• Willingness to work evenings, weekends and events as required within a professional sports environment.

Additional Information

This is a full time benefit eligible position. HSE is dedicated to creating and upholding a welcoming environment that celebrates diversity.

HSE provides valuable benefits and competitive time off policies to help you and your family lead healthy, balanced lives.

We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. All requests for medical or religious accommodations to perform the stated job duties will be considered.