Examining the Use of Professional Sport Teams as a Brand Extension Strategy in Korean Professional Baseball

Patrick Walsh

While the examination of brand extensions in sport has started to garner more attention, research on the use of professional sport teams as brand extensions of non-sport related corporate parent brands is limited. In particular, what has yet to be examined is the perceived impact ownership of these teams has on the parent brand. The authors sought to examine this effect by interviewing team executives of professional baseball teams in South Korea that are owned by corporate parent brands (e.g., the Samsung Lions, Kia Tigers). The results suggest that the teams are generally given power by the parent brand to operate autonomously, and there was some consensus that team performance does have an effect on parent brand image and sales of the parent brand’s products and/or services. These findings shed light on the nature of using teams as brand extensions and provide a number of theoretical and practical implications.