Competitive Edge - Sports & Entertainment Marketing News

See the new XFL logos: League unveils team names, brands for its eight franchises


The XFL is back in 2023, its third iteration after trying to launch a spring football league two other times. 

Click here to read the story at

Discussion Questions:

  1. What is branding?
  2. Why is branding important in sports and entertainment?
  3. Why do you think branding might be particularly important to a new team or league?
  4. Based on what you learned (and saw) in this news story, how would you describe the XFL’s branding?
  5. Which logo did you like the best?
  6. Overall, what are your impressions of the XFL’s branding?
  7. What is merchandising?
  8. Why is merchandising important in sports and entertainment?
  9. Do you think the XFL’s branding will result in a successful merchandising program for the league? Why or why not?
  10. What is publicity?
  11. How might the release of the league’s branding help the XFL to generate publicity?
  12. Why might that be important?
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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