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Team Sports Brand Management

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Managing Sports Teams

Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

This chapter offers insights into the branding of sports teams. The importance of branding is explained, and a strong sports team brand is defined, by introducing the concept of brand equity. Based on this definition, which identifies the key components of sports team brand equity, the three fundamental stages of team sports brand management, strategic brand management, operational brand management and brand system management, are explained and illustrated.

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Author information

Authors and Affiliations

  1. Université de Lyon, Lyon, France

    Guillaume Bodet

  2. University of Ottawa, Ottawa, Canada

    Benoit Séguin

Authors
  1. Guillaume Bodet
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  2. Benoit Séguin
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Editor information

Editors and Affiliations

  1. German Sport University, Cologne, Germany

    Stefan Walzel

  2. German Sport University, Cologne, Germany

    Verena Römisch

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Bodet, G., Séguin, B. (2021). Team Sports Brand Management. In: Walzel, S., Römisch, V. (eds) Managing Sports Teams. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-56495-7_8

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