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Article Excerpt
In many ways sports brands are unlike almost any other brand category. "One of the great advantages that a sports brand has over another, such as fashion or entertainment, is longevity," says Gary Schoenfeld, co-CEO and president of Global Brands Group. "Fashion and entertainment brands have to keep reinventing themselves. They have to continuously identify and stay ahead of emerging trends, whereas consumers want to make that connection with the sport."
That need to "connect with the sport" gives a brand the potential advantage of longevity, but it is also a potential barrier to expansion into new territories. In order for the public to make that connection with a club, player, or team, it is almost always the case that the sport has to be already popular in a territory, and where it isn't, it is not easy to introduce.
One brand that has managed to overcome this challenge is World Wrestling Entertainment, although as director of international...
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