Competitive Edge - Sports & Entertainment Marketing News

From quarterback to culture: What do the Commanders’ new owners need to fix?


Shortly after buying the NHL’s New Jersey Devils, Josh Harris explained why.

“What we’ve done is buy good companies,” he told in 2014, “good franchises that have a reason to exist but for whatever reason may have some financial difficulties or need some new leadership.”

Click here to read the story at

Discussion Questions:

  1. Why did the previous owner of the Commanders decide to make the team available for sale?
  2. Why do you think the franchise attracted a record-high price tag for a professional sports franchise?
  3. What is a brand?
  4. Are the Commanders a brand?
  5. Are they a valuable brand?
  6. What is fandom?
  7. How would you describe the history of fandom surrounding this franchise?
  8. What is publicity?
  9. The Commanders have been surrounded by negative publicity the last few years. How has the impacted the franchise?
  10. How, if at all, do you think it impacted the sale price?
  11. What can the new ownership group do to provide the organization with some positive publicity?
  12. Why might that be important?
  13. Do you think the franchise should consider rebranding again with a new ownership group?
  14. What is leadership in sports?
  15. Why is leadership important?
  16. What role might leadership play in turning the Commanders franchise around?
  17. Based on this news story, what must the Commanders do to turn the franchise around?
  18. What is a marketing plan?
  19. How might a marketing plan help the franchise to get back on track?
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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