Competitive Edge - Sports & Entertainment Marketing News

Washington Football Team Seeks Fan Feedback for Rebrand


The Washington Football team has introduced its new Fan Ambassador Network (FAN) to help guide the team’s rebrand. The team is seeking fan ambassadors to provide perspective for seven different committees centering on topics such as entertainment, merchandise, food and culture.

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Discussion Questions:

  1. What is rebranding?
  2. What are some reasons why a sports team might want to rebrand?
  3. Why is the Washington Football Team rebranding?
  4. Why do you think the organization is seeking fan feedback as part of the rebrand?
  5. Based on information from this story, what type of perspective is the franchise looking for from fan feedback?
  6. How might the organization use this information as they rebrand the franchise?
  7. How do you think the franchise might benefit from a rebrand?
  8. If you were a brand marketing professional, how would you advise the Washington Football franchise as they begin the rebranding process? Introduce a new team name and logo? What would it be? Keep the same team colors? Be prepared to discuss your ideas.
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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