Max Muhleman is a giant in sports marketing. He pioneered the permanent seat license. This gives sports fans the opportunity to buy seats in perpetuity in a particular sports complex. In January 2006, at age 69, he started a new sports-marketing company, Private Sports Consulting. The company's specialties are franchises, venues, brands, and motor sports. Muhleman plans to expand his Charlotte company to offices in New York and Los Angeles, where landing a National Football League team for that California city is a top priority.