Football Brands by Sue Bridgewater (auth.)

By Sue Bridgewater (auth.)

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In announcing this partnership. United president and CEO Kevin Payne said, “We believe that the DC United brand stands for something significant and the ‘brand’ on the front of our jerseys has to be compatible with our vision. Volkswagen fulfilled and exceeded our wishes. They are a company committed to excellence and customer service with an international reputation for both” (“DC United and Volkswagen ink landmark sponsorship agreement,” Hispanic Wire, May 8, 2008). DC United also has outstanding issues to resolve in relation to its location and stadium.

There have been highly publicized episodes of this happening in other sectors. com/heritage/cokelore_newcoke. html), such was the outcry among consumers. The taste variation may have appeared to Coca-Cola as a minor tweaking of the product behind the brand, but was seen as a step too far away from a brand which for its customers had emotional as well as rational values. Similarly, Kellogg’s proposed a name change of Coco Pops cereal in the United Kingdom to Choco Crispies, to bring the brand names into line in different countries.

The emotional value placed on these “symbols” associated with football brands may explain why fans can sometimes respond negatively to proposed relocation, changes to club logo, team strip, or even stadium name. Social activities Football brands have a social dimension. Involvement in supporting a club may mean going to matches with friends, meeting a social group before and after matches, using official transport, and knowing the people who sit next to you in a stadium. One fan explained how he had sat next to more than What Is a Football Brand?

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