Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper,...

This study presents a multi-method based approach to matching fan expectations and needs with a franchise's strategic vision. This approach is demonstrated by looking at a Canadian team in the National Hockey League. The needs of the customers are assessed through a questionnaire survey and an...

This paper looks at how two sports teams, hockey club the Toronto Maple Leafs and Football Club Barcelona, have each built and leveraged their brand equity. The main differences between the two clubs lie in how they position their brands. For TML, the affective and experiential sides of the...