Branding a Professional Sport Team that Reenters the Same Marketplace: Stakeholders’ Perspectives

François Rodrigue
Gashaw Abeza
Benoit Seguin
and Eric MacIntosh

This study explored stakeholder’s perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study’s purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners’ credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided.