The Monumental Challenge of Rebranding a Sports Team
The fans remember the highlights but the franchises remember the technology, data, and inventions that powered their season. Host Tyler Kern sits down with the innovators, leaders and founders that are taking sports into the future. In July of 2020, the Washington football team ditched their previous name under intense social and economic pressures….
This story was produced through MarketScale. See how Sports & Entertainment teams put it to work with Events & Onsite Capture.
Free workspace
Turn your Sports & Entertainment expertise into content.
Record interviews, organize footage, and write with AI on a free trial of the MarketScale platform for qualifying companies. No demo required, no credit card.
The fans remember the highlights but the franchises remember the technology, data, and inventions that powered their season. Host Tyler Kern sits down with the innovators, leaders and founders that are taking sports into the future.
In July of 2020, the Washington football team ditched their previous name under intense social and economic pressures. The team plans to stick with their generic name until early 2022.
Marketing strategy and activation firm Metaforce conducted a simulation to rename the team. They performed a series of panels and focus groups involving players and long-time fans to rename the team.
On this episode of Salary Capped, Host Tyler Kern talked with Allen Adamson, Co-Founder and Managing Partner of Metaforce, about the rebranding of the NFL franchise, which doesn’t happen that often. Metaforce marketing company has deep expertise with strategy, go-to-market planning, branding, creativity, and activation.
When Adamson initially heard news stories about the Washington Football team changing the name, he hoped they didn’t move fast, as the reports mentioned, because it would be hard.
“The older the name, the more heritage there is, the harder it is to replace it because everyone is so in that world that everything else looks terrible.” – Allen Adamson
Adamson said they did what they did with any other corporate or product client. They interviewed management to find what is at the heart of their organization. They also talked to former players and fans to try to identify what is at the root of the organization, besides the name. They dug into the DNA, the culture, the stories such as “what fathers tell their sons about the team.”
Listen to hear more about what goes into the renaming of an NFL franchise.
Listen to Previous Episodes of Salary Capped Right Here!
Follow us on social media for the latest updates in B2B!
Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale
Your experts belong here
Every story in MarketScale Sports & Entertainment starts with a company putting its venue operators, production crews, and partnership teams on the record. Buyers are already reading this topic. The only question is whose experts they find.
Rights holders and partners back the operators they know, and coverage is how they get to know yours.
