The Drum: How should agencies navigate a hostile fan response to sports re-brands?
Designing for a die-hard fan base isn’t easy, so how do agencies approach these briefs?
Featured in The Drum, Co-Founder Stuart Wood shares his thoughts on how to navigate sports fans, using his experience from producing 360 campaigns for Harlequins Rugby Club to working with the likes of Chivas on Man United partnerships. Check out part of the edition below.
Sports brands are understood by a combination of myth, folklore and legend – they are built into our collective conscious. And like just like other brands, they need to evolve. But taking the hardcore on the journey is imperative – look at the fan pressure on owner Vincent Tam after changing Cardiff City (known as the Bluebirds) to red. A definite own goal. Conversely, there was outrage when Juventus rebranded in 2017, but it has now become an icon across the world, transcending sport and defining a lifestyle. There have been great examples of how to build the fans into the fabric of the club legend. The Man City 11/12 kit featured the audio waves of the Cityzens singing Blue Moon, modeled by superfan Liam Gallagher. So, a deep understanding of the club and a considered and collaborative approach? Definitely. Category-defining disruption? Maybe.