As traditional consumer brands struggle to maintain trust, consumers are increasingly seeking deeper levels of authenticity. Sports teams can offer an antidote to this, with their ability to create shared experiences and lasting memories that play out on local, national, and global stages like high-dramas.
Emotional and Narrative Elements in Sport
No matter how big a sports fanatic you might be, certain moments stick in our collective memory. Even as a Jets fan, I can admit that the energy around the city was electric when the New York Giants won the 2008 and the 2012 Super Bowls.
Our friends in the UK, meanwhile, will almost certainly recall the summers when England reached deep into the Euros and World Cup. Sports possess an ethereal power to unify, even if just for the seconds after a team scores a goal or a touchdown.
In this context, branding extends the narrative of a sports team. It serves as a catalyst for forging connections and commanding loyalty from fans. The decisions made in branding are as subtle as they are impactful.
Take the 2023 World Cup, where the US women’s soccer team debuted white uniforms featuring a bespoke drip paint technique pattern—a nod to the American abstract expressionist movement. This bold decision marked the team as a powerhouse and highlighted their uniquely American identity.
The Unique Nature of Sports Brands
Sports are a model for brand loyalty, with a strong customer base that fosters social connections and group pride. Sports teams are tasked with maintaining their fan base and expanding it amid an attention economy.
Consider the re-brand of The Hundred Cricket Tournament. The sport had been experiencing a steady decline in its fan base, revitalised its visual identity, and redefined what cricket meant to a generation with limited exposure to the sport. This successful revamp introduced a refreshed visual identity that encapsulated vibrant, inclusive positivity and urban grit, appealing to a broader range of audiences.
Sporting events - small and large - capture the public imagination, and teams must put fans at the heart of what they do. Although a sports team’s stakeholders are varied, from owners and coaches to city officials, its fanbase is the most crucial. Authenticity must be a driving force.
Chelsea FC recently revealed a striking campaign that created momentum behind the team’s young talent. The dramatic visuals, which place Chelsea’s signature blue colourway at the centre in the debut of the team’s new kit, perfectly manifest the passion, grit, and determination that both the fans and players put behind their team.
Sports and Entertainment Synonymity
More prominent in the U.S. than in Europe, the symbiotic relationship between sports and entertainment benefits both industries. Video games are becoming more realistic - advancements in graphics aside - the incorporation of actual teams, sponsors, and players makes the action feel more tangible than ever before.
By comparison, televised games and matches look more like video games - complete with fantasy points and real-time graphic overlays. For example, the enhanced visuals on the NFL broadcasts, which make them more akin to Madden games than real-life football.
To stand out, teams need bold graphic language and vibrant colours. The ‘in-your-face’ spirit of these identities is, more than anything, engaging. Merchandise, partnerships, and ticket sales represent a billion-dollar industry, requiring teams to have visual expressions that extend beyond iconic logos.
Even though each broadcast’s scoreboard has limited space to create identifiable team expressions, colour palettes, typographic personalities, patterns, and textures allow teams to make a lasting impression.
Recently, teams have begun to capitalise on their logos’ nostalgic value. With the vintage sportswear business rapidly growing, ‘throwback’ jerseys have proven to be lucrative endeavours for teams. This archival history of logos and visual expression is all part of a team’s arsenal and helps weave together a broader brand narrative.
Long live the endurance of the sports brand
Moments like the Russia vs. US ‘Miracle on Ice’ in the 1980s and the enduring Liverpool-Manchester rivalry, can sit beside some of the greatest dramas. The enduring power of sports fandom is driven by the lasting power of a team’s brand.
Building upon already established narratives and pivoting to new ones is a hefty task for sports teams already imbued with so much history. In an era where consumers are constantly being diverted, sports teams are responsible for creating community, pride, and joy amongst their fanbase.
