Competitive Edge - Sports & Entertainment Marketing News

Commanders’ Trademark Denied; New Name on the Horizon?


On Feb. 2, 2022, the Washington Football Team officially became the Washington Commanders. 

Now, over a year later, the Commanders may be heading toward another name change. 

Click here to read the story at

Discussion Questions:

  1. What is branding?
  2. What is rebranding?
  3. What is crisis management?
  4. Why did the Washington Footbal Team rebrand as the Commanders and how might that illustrate the concept of crisis management?
  5. What does it mean to protect a brand?
  6. Why is it important for sports teams to protect the brand?
  7. What is a trademark?
  8. How do trademarks help to protect a brand?
  9. Why do you think the Washington Football Team would rebrand without a trademark?
  10. Why was the team denied a trademark, based on what you learned from this news story?
  11. Do you think the team will rebrand again? Why or why not?
  12. In your opinion, should the team rebrand? 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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