The Monumental Challenge of Rebranding a Sports Team

The fans remember the highlights but the franchises remember the technology, data, and inventions that powered their season. Host Tyler Kern sits down with the innovators, leaders and founders that are taking sports into the future.


In July of 2020, the Washington football team ditched their previous name under intense social and economic pressures. The team plans to stick with their generic name until early 2022.

Marketing strategy and activation firm Metaforce conducted a simulation to rename the team. They performed a series of panels and focus groups involving players and long-time fans to rename the team.

On this episode of Salary Capped, Host Tyler Kern talked with Allen Adamson, Co-Founder and Managing Partner of Metaforce, about the rebranding of the NFL franchise, which doesn’t happen that often. Metaforce marketing company has deep expertise with strategy, go-to-market planning, branding, creativity, and activation.

When Adamson initially heard news stories about the Washington Football team changing the name, he hoped they didn’t move fast, as the reports mentioned, because it would be hard.

“The older the name, the more heritage there is, the harder it is to replace it because everyone is so in that world that everything else looks terrible.” – Allen Adamson

Adamson said they did what they did with any other corporate or product client. They interviewed management to find what is at the heart of their organization. They also talked to former players and fans to try to identify what is at the root of the organization, besides the name. They dug into the DNA, the culture, the stories such as “what fathers tell their sons about the team.”

Listen to hear more about what goes into the renaming of an NFL franchise.

Listen to Previous Episodes of Salary Capped Right Here!

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook –
LinkedIn –

Follow us on social media for the latest updates in B2B!



zero trust architecture
Secure Grid Modernization with Zero Trust Architecture
April 19, 2024

Ray Bauer of Verizon Business engages with Del Rodriguez from Palo Alto Networks at DISTRIBUTECH 2024. Rodriguez shares insights into the significance of cybersecurity within the utility sector, particularly in light of increasing cyber threats and the convergence of IT and operational technology (OT). Bauer and Rodriguez discuss Palo Alto Networks’ initiatives to enhance […]

Read More
private wireless networks
Private Wireless Networks
April 19, 2024

Verizon host Wayne Weeks discusses the evolving utility industry with John Gaster, CEO of KSI Data Sciences at DISTRIBUTECH 2024. Together, they explore how KSI focuses on harnessing data from remote sensing devices to enhance the safety, efficiency, and cost-effectiveness of utility operations. Gaster emphasizes the significant role of AI and machine learning in […]

Read More
5G network platforms
5G Network Platforms
April 19, 2024

Verizon host Matt Montgomery chats with Blaze Vincent and Thedy Wana from Ericsson, where they discuss pressing challenges and opportunities within the utility sector, emphasizing the significant role of digital transformation and 5G technology in addressing these issues. The conversation highlights Ericsson’s contributions to smart grid modernization and how their innovative solutions are tailored […]

Read More
5G security policies
Leveraging 5G to Extend Security Policies
April 19, 2024

Guests Jeff Brown and Carlos Augusto from Fortinet join Brett Barganz of Verizon to discuss the integration of extended security policies with 5G technology at DISTRIBUTECH 2024. They delve into the transformation and challenges in cybersecurity within the utility sector, highlighting the strategic partnership between Fortinet and Verizon to advance security solutions that leverage […]

Read More