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- Title
Exploring the managerial perspective on developing a new sport team brand.
- Authors
Davies, Melissa; Blaszka, Matt; Armstrong, Cole
- Abstract
In recent years, research examining new sport teams has emerged. A total of 10 senior sales and market executives were interviewed from recent expansion teams from Major League Soccer (MLS) to analyze team brand development for this study due to its continued expansion efforts across North America and the fact that the MLS continues to compete for market share against other "Big Four" sport teams in their respective cities. Utilizing content analysis, findings from this study identified four themes when developing a new team brand. These themes were Market Research, Soccer Culture, Brand Associations, and Supporter-Led Initiatives. Practical implications are provided for developing a new team brand.
- Subjects
NORTH America; MAJOR League Soccer (Organization); TEAM sports; SOCCER teams; BRAND name products; MARKETING executives; CITIES &; towns; SPORTS marketing
- Publication
Journal of Applied Sport Management, 2023, Vol 15, Issue 3, p32
- ISSN
2327-0179
- Publication type
Article
- DOI
10.7290/jasm-2023-V15-I3-jSPm