Competitive Edge - Sports & Entertainment Marketing News

The Washington Commanders’ work is just beginning

The Washington Football Team will now be known as the Washington Commanders. Now comes the hard part.

For the team that for decades went by a racist moniker, the official announcement of a new name marks the end of a search that began in earnest 18 months ago.  

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. Is the Washington Football Team a brand?
  3. What is rebranding?
  4. Why do you think the Washington Football Team chose to rebrand the franchise?
  5. What is market research?
  6. What are the different types of market research?
  7. How do sports teams benefit from market research?
  8. Based on information from this story, how did the franchise decide on the new nickname?
  9. What challenges might the team be facing as they begin the brand building process with the new nickname and logo?
  10. As part of the process, the franchise kept some elements from the previous branding, including team colors. Why do you think did that?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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