Competitive Edge - Sports & Entertainment Marketing News

Why the LA Clippers decided it was time for a massive rebrand

Only a few months after Steve Ballmer purchased the LA Clippers in 2014, he and his staff began reconsidering everything about the franchise: where it should play, what its logo should look like, what colors it should use, even the name “Clippers” itself.

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Discussion Questions:

  1. What is a brand?
  2. Is the NBA a brand? Are the LA Clippers a brand?
  3. When you think of the LA Clippers, what do you think of? How might that help to describe the Clippers’ brand?
  4. What is rebranding?
  5. Why would a sports team want to rebrand?
  6. What types of things do you think a team considers about whether to rebrand?
  7. What might it consider once it does decide a rebrand is in the best interest of the franchise (colors, images, names, trademarks, etc)?
  8. Why is timing important when considering a rebrand?
  9. Why do you think the Clippers chose this time to rebrand the franchise?
  10. What is market research?
  11. What are the two primary types of market research?
  12. What is a focus group?
  13. Why do marketers use focus groups?
  14. What information did the Clippers learn from focus groups?
  15. How did that information help the franchise to make decisions about the team’s rebranding effort?
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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