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 – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

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

Latest

Influence and Connection across Healthcare starts with a VOICE
September 29, 2023

In the latest episode of the Healthcare Rethink podcast, presented by FinThrive, host Brian Urban sits down with Alex Maiersperger, the Global Principal Healthcare at SAS. Their conversation charts the role voice plays in influencing and connecting the healthcare industry. Maiersperger, who co-founded the Advancement League, shares his journey from being a healthcare optimist to […]

Read More
Robotic Technology and It’s Impact on Painting Proves That Automation is in The Future
September 29, 2023

The advent of robotic technology is revolutionizing manufacturing and painting processes by elevating them to unprecedented heights. Tony Kerkhove, a seasoned professional in the painting industry, has a firsthand account of the transformative impact of robots within DeGeest Corporation’s paint department, where automation is integrated to streamline workloads and increase efficiency. The robots replicate […]

Read More
Technetics Groups’ Sealing Solutions are Propelling Company’s Expansion
September 29, 2023

The market for sealing solutions is a demanding one, but Technetics Group emerges as a global leader, with over a century of invaluable experience making it a trusted partner in the industry. Their unique solutions, grounded in extensive knowledge and innovative practices, push the boundaries in discovering improved results. The company also harnesses science […]

Read More