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Sports Marketing

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Sports Marketing Association - 6th Annual Conference July 17, 2008 Gold Coast, Australia.
1
Brand Strategy for Sporting Teams
By Charlie Quirk
Brand Strategist at Tait Sublercharlie.quirk@gmail.com
6
th
Annual ConferenceJuly 16-20, 2008Book of PapersAbstract In the twenty first century, sporting teams around the world are experiencingunprecedented levels of fame due to technology like the Internet and satellite TV. Assuch, teams can no longer rely on mobilizing fan support and sponsorship capital intheir home market alone. In the same way corporations are guided by a compelling andoriginal idea that forms the basis for their brand strategy, so too must sporting teams.The purpose of this paper is to draw parallels between “conventional” brands like Appleand Disney, and to articulate what sporting teams can learn from those companies inthe management of their own brands.

Brand Strategy For Sporting Teams
By any definition, sporting teams today are big businesses. Harvard Professor StephenGreyser has observed that in recent times we have seen teams migrate from the sportspages to the business pages and, now sometimes, to the front page (Comeau, 2005).Like other large corporations, teams employ great numbers of people, generate profitsand losses, all the while seeking to achieve success against certain performancemetrics. And like other businesses, they have to perform well, remain financially viableand satisfy several stakeholders who have a financial interest in them as an entity.However, unlike most corporations, sporting teams mobilize large swathes of thepopulation for irrational reasons. Most of these people have no measurable tangiblestake in their success. This investment is a pure emotional one and can engenderloyalty so strong, that like an organized religion, is often passed between generations asa birthright. And with the fervor of

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