Sports teams have a more complex brand landscape than a commercial business. They need to mean something to their fans whilst standing out against their competition and being an attractive proposition to sponsors. Often, they will have individual sports people whose brand will equal or overshadow the team’s brand.
All of this needs careful brand management, based on a strong brand platform. And when things invariably don’t go as expected, a brand-led reputation management system will help navigate the storms of social media, press scrutiny and the court of public opinion.
We have worked with world-class, championship-winning sports teams to define and implement their brand models and help management their reputations.
Having a strong brand platform isn’t the first thing you might think a sportsperson needs to perform at the highest level of world sport. But when fans & media are watching your every move, both on and off the field of competition, it’s essential that you have defined how you would like to be perceived.
Your brand platform can then help provide clarity and consistency to the values you live by, the behaviours people see, the identity you present and the messages you say. This clarity and consistency then removes another variable that could get in the way of your focus on sporting performance.
We have worked with world championship winning racing drivers in F1 to help them define, manage and grow their brands.