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

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

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

Download as .RIS

DOI

: https://doi.org/10.1108/17557501211281824

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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