Competitive Edge - Sports & Entertainment Marketing News

Cleveland Guardians’ launch starts with store sign crashing to sidewalk


A special opening day for the newly named Cleveland Guardians began with a bang.

Not the one they hoped for, either.

Click here to read the story at

Discussion Questions:

  1. What is branding?
  2. What is rebranding?
  3. What risks might be associated with a rebranding initiative?
  4. What is publicity?
  5. How do you think publicity influenced Cleveland’s MLB franchise decision to rebrand?
  6. What are ethics?
  7. Do you think Cleveland had an ethical responsibility to rebrand? Why or why not?
  8. How might the team benefit from the rebranding effort?
  9. What is merchandising?
  10. Why do you think the Guardians’ were promoting the opening of a new team store?
  11. Based on information from this story, what happened at the opening?
  12. In your opinion, do you think the rebrand is a success in the short-term? What about the long-term? Be prepared to discuss your answers in class.
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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