The Sports Product and Brand-Building Decisions

Sean Ennis
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Sean Ennis: University of Strathclyde

Chapter 8 in Sports Marketing, 2020, pp 187-211 from Springer

Abstract: Abstract In this chapter we consider the concept of the sports product and the various dimensions upon which it is built around. As is the case in all business sectors, sports marketers have to constantly grapple with the challenge of remaining relevant to its core fan-base and also to attract new categories of fans. Innovation and product play a critical role in addressing this challenge. We note that innovation does not necessarily mean creating a “new to the world” sport. It can address issues such as refining the rules and regulations of the existing product or introducing new technologies such as “Hawkeye” and VAR to improve the quality of the product and the fan experience. We assess the role played by such diverse industries as medical science and the pharmaceutical industry in driving improvements in areas such as the mobility and physicality of the athlete and in the tools that are available to coaches. We examine the importance of collaboration in the innovation process. By working with key stakeholders such as sports equipment and accessories manufacturers, the sport can benefit from improved performance and new records. We also examine the importance of branding in relation to the sports brand.

Keywords: Sports product; Brand equity; Innovation; Sports brands; Team identity; STBE index; Brand extensions; Co-branding; Licensing (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-53740-1_8

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DOI: 10.1007/978-3-030-53740-1_8

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