Strategic management of the brand in the world of sport

Abstract

This paper analyses the strategic management of the brand in the world of sport business. In this vein, how globalisation affects the sport industry is discussed, before looking at the importance of brand and branding in sport. The strategies of sport organisations, and of sport teams in particular, are also detailed alongside some threats to the brand. This research highlights five lessons. First, a sport brand starts with a competitive product on the field, which gives hope to fans. Secondly, in order not to dilute the brand, a balance should be found between the core product and the auxiliary features of the sport product. Thirdly, the more fans are involved, the more they feel connected to their favourite team, to the point of internalising it and becoming ‘fan-actors’. Fourthly, with the globalisation of sport, new opportunities arise for Western organisations looking to get an edge over their competitors by growing their brand beyond their borders. Finally, the globalisation of sport also opens up new opportunities for emerging countries; these new actors redefine the ecosystem of sport business.