Third and long: Building a sport club brand following a franchise failure

Abstract

This research explores what happens when a new sport franchise is granted in a city that has experienced previous franchise failure within the same professional sport league and, in particular, the impact on building the new brand. Through qualitative research with the main stakeholders of the new franchise, this research determines that, while history is an important component to embrace, a new, revised approach that balances both history and a more contemporary sport platform are thought to be significant ingredients towards establishing consumer interest and loyalty within the local marketplace. The findings point to the importance of maintaining semblance to that of colour and star athletes, while demonstrating the impact that a new stadium can have on fan interest.