New Sport Teams and the Development of Brand Community

Abstract In this study we explored brand community markers in the context of newly established sport teams. We examined whether managers of new sports teams utilize group experience, organizational history, ritual/traditions and physical facility in their branding strategies. A case study approach was used; featuring both interviews with managers of three newly established New Zealand professional sports teams and direct observations of games. The findings revealed managers generally considered group experience, history and heritage, ritual/traditions and physical facility to be important, but they failed to implement and apply these mechanisms to an overall marketing strategy. Evidence of the four mechanisms was only apparent on an infrequent and fragmented basis. Promotion of these antecedents was largely absent from the team's branding strategies. This is the first study to extend the study of brand communities from successful and established brands to new organizations and explored how the different mechanisms relate to this environment.