Toward a history of sport branding
Journal of Historical Research in Marketing
ISSN: 1755-750X
Article publication date: 2 November 2012
Abstract
Purpose
The purpose of this paper is to review and explore topics that might constitute a history of branding in sport and might also contribute to understanding today's sport branding practices.
Design/methodology/approach
The paper employs both secondary and primary sources on a range of sports across centuries of time and space. The paper also employs Mayer's principles of multi‐media learning.
Findings
The paper finds that sport brands have a long history driven by entrepreneurs and organizations through rule‐making, equipment, distinct names, and employment of new technologies.
Originality/value
The paper identifies a series of topics that merit closer scrutiny by historians whose research might inform contemporary scholars and practitioners of sport marketing.
Keywords
Citation
Hardy, S., Norman, B. and Sceery, S. (2012), "Toward a history of sport branding", Journal of Historical Research in Marketing, Vol. 4 No. 4, pp. 482-509. https://doi.org/10.1108/17557501211281824
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited