How should agencies navigate a hostile fan response to sports rebrands?

21.07.2022

How should agencies navigate a hostile fan response to sports rebrands?

When it comes to loyal sports fans, they represent the most passionate and most vocal advocates of for any sports brand. This week The Drum asked brand leaders for their take on how exactly what brand strategies will win over this group. Our CEO & Creative Officer Steve Ubsdell comments.

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"A sports club needs to actively contribute to the tribal culture of its fans by driving the future narratives, rather than relying on lazy imitations of what’s been heard from the terraces."

Steven Ubsdell, CEO & Creative Officer, Checkland Kindleysides