Toward a history of sport branding

Stephen Hardy (Department of Kinesiology, University of New Hampshire, Durham, New Hampshire, USA)
Brian Norman (Monumental Sports and Entertainment, Washington, DC, USA)
Sarah Sceery (Brown University Sports Foundation, Brown University, Providence, Rhode Island, USA)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Publication date: 2 November 2012



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.


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.


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.


The paper identifies a series of topics that merit closer scrutiny by historians whose research might inform contemporary scholars and practitioners of sport marketing.



Stephen Hardy, Brian Norman and Sarah Sceery (2012) "Toward a history of sport branding", Journal of Historical Research in Marketing, Vol. 4 No. 4, pp. 482-509

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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