Thursday, April 19, 2012

A New Sports Trend: Rebranding

It’s happening all over the nation. From college to the pros, the names, logos, and mottos of the sports teams we all know and love are rapidly changing. This new trend of rebranding is the newest way in which marketers are trying to grab your attention.

Arizona State University and University of Maryland are just two of the many schools that’s have gone through a recent rebranding phase. ASU used a more subtle approach that did not reach national headlines but was still effective for its local market. Maryland, however, used more of a ‘loud’ approach and got national attention including tweets from athletes such as LeBron James (see link above).

Professional teams have also jumped on the rebranding train. Two notable Major League Baseball (MLB) teams that have rebranded for the current season are the Baltimore Orioles, Miami Marlins, and Toronto Blue Jays. All three of these teams have redesigned logos for this season to drum up interest and increase ticket/merchandise sales.  The Orioles have tried to add a modern feel one of their old logos while the Blue Jays are reverting back to their old logo after a ‘modern’ logo failed. The Miami Marlins, on the other hand, have stepped it up to a whole new level.

While many teams or schools just change the look of their uniforms or logos in an attempt to rebrand, the Marlins have gone the extra mile. Along with their new logo and uniforms, they have also changed their name from the Florida Marlins to the Miami Marlins. As if that were not enough, the team even had a new stadium built in Miami that is state-of-the-art and has been deemed by some as ‘the coolest ballpark ever.’

So while rebranding has become a trend that will continue in the foreseeable future, the results of current rebranding efforts have yet to be seen. What would you do if you were faced with the decision to rebrand or not? What do you think of the current rebranding efforts of the teams/schools mentioned in this post? Comment below and let us know!

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