Sport Brands: Brand Relationships and Consumer Behavior

Thilo Kunkel and Rui Biscaia

One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships be-tween connected brands or the actual behavioral outcomes of branding. Th is article provides an overview of the current state of sport branding research; proposes an extended conceptualization of sport brand archi-tecture within a sport brand ecosystem framework to guide future examination of sport branding research; introduces the four articles published in this special issue; and presents insights from industry experts from diff erent brand entities within the sport brand ecosystem. Th us, this article provides a foundation to further examine brand relationships and actual behavioral outcomes of sport branding to contribute to our theoretical and managerial knowledge on sport brand architecture within the sport brand ecosystem.