What Does Brand Mean in Sport?

On a daily basis, we are exposed to nearly 5,000 brands—from the moment the alarm rings on our smartphone in the morning to the toothbrush we use at night. As consumers, our decisions are often logical: based on price, quality, or functionality.

But when it comes to sport, the rules change. Here, our choices are rarely rational. We don’t pick a favorite team or athlete by comparing prices or features. We support them with our hearts—driven by emotions, traditions, family ties, and sometimes even peer pressure.

This emotional connection is what makes branding in sport unique. But does this mean the methodologies used in defining and positioning a commercial brand should also apply to sporting organisations, leagues, events, and activations?

My answer is: Yes. Absolutely. But with a twist.

The Challenge of Branding in Sport

Sporting events are produced live, which means unpredictability is part of the product. A single referee’s decision, a sudden injury, or even the weather can alter the fan experience. While fans may remain loyal to a team regardless of performance, the organisation managing the event might not enjoy the same luxury of reputation and image stability.

This creates a paradox:

• Fans’ loyalty is emotional, often irrational.

• Organisations’ credibility, however, depends on professionalism, values, and consistency.

This is why sporting bodies must be crystal clear about their brand identity.

What Is a Brand, Really?

There are many definitions of brand, but here are my favorite ones:

• Reputation + Aspiration

• The gut feeling people have about a product, service, or organisation

• What people say about you when you’re not in the room

A brand is not just a logo, slogan, or visual identity. It’s intuitive and emotional—the immediate associations we have when we think of Nike, the Olympic Games, or our favorite football club.

And here’s a crucial distinction:

• Brand is strategy.

• Marketing is tactics.

Brand is built for the long term, while marketing campaigns may shift depending on short-term goals.

Where Should a Sports Organisation Start?

To define a powerful brand strategy, a sports organisation should begin with the fundamental questions:

1. Why do we exist?

   • Example: Nike’s purpose isn’t just about shoes—it’s about empowering every athlete.

2. What are our values?

   • Identify what you stand for beyond wins and losses.

3. How do we position ourselves?

   • Clarify your unique role in the sports ecosystem.

4. What message do we want to send to fans and audiences?

   • Decide how you want to be remembered and what emotions you want to evoke.

Only then should you move on to:

• Designing your visual brand identity

• Building your marketing and promotional plan

• Crafting tactical activations

Because without a clear why, values, and positioning, tactics risk becoming fragmented and ineffective.

Final Thought

In sport, a brand is not simply built on logic—it thrives on emotion, tradition, and connection. Fans may choose with their hearts, but organisations must lead with clarity, consistency, and authenticity.

The winning formula? Combine the rigor of brand strategy with the passion of sport.