Developing an Holistic Sports Brand Equity Framework - The Case of a Professional Rugby Team

Purpose of Paper This article investigates components/factors that influence stakeholders’ perception of a professional sports team brand and how these components can generate brand equity for a professional sports team. Theoretical Background Utilising the work of Gladden et al. (1998) and their initial conceptual framework, the paper develops a brand equity conceptual framework applicable to a professional rugby team, Connacht Rugby. A team that has struggled in the professional era, yet has developed a unique brand identity. Methodology This conceptual framework was developed through the triangulation of multiple sources of qualitative evidence, ranging from focus groups, interviews, and archival records/artefacts. Findings – In total 25 antecedent components of a sports brand were identified. Several new components were identified from the research including; Famous on-field events, Rivalries, Fan rituals, Brand values, CSR, Pricing, Stadium/aesthetics, Fan & Team identity, Fan subgroup identities, Region/city identity, Brand community, and Commercial affiliations. Research/Limitations/Implications – This paper hopes to make a theoretical contribution to sports branding literature, helping to build theory, and subsequent research is needed to help test the conceptual model. Originality/Value/Contribution of Paper This paper develops a more holistic conceptual sports brand equity model, with important sports marketing implications.