Anthony Costa
Anthony Costa
Anthony Costa is a writer, designer and illustrator living in Melbourne. His area of expertise is sports branding and identity.


Why Brooklyn Nets’ new branding is a hip hop flop; and 5 Aussie teams that nailed the brief

Posted May 7, 2012 by Anthony Costa

Sports branding author Anthony Costa says there is not much to love in the NBA team’s ‘creatively emaciated new visual brand’

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The AFL releases its season launch advertisement that shows the game being watched across the globe

Posted March 1, 2013 by Anthony Costa

A day after the NRL basked in its Mauboy moment, the AFL cries “look at me” and cranks out its new ‘Nothing Like it’ 2013 campaign. It might not have the same youthful twinkle as league’s latest facelift, but the AFL ad’s strength lies in the continuity of its message. It’s Still Australia’s Game Despite […]

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Is the AFL Blanding its Brand?

Posted May 15, 2013 by Anthony Costa

It seems the AFL decided a decade ago that the best way to market Aussie rules is to mute its physicality. Recent concussion concerns have warranted some worthy changes. But is today’s all round softer, stricter game more palatable and pleasing? Or has constant tinkering turned the rulebook and into a gluggy trifle; a layered mess of touchy technicalities that could turn fans off the AFL brand?

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dogs grafitti

Branding: Why AFL’s Bulldogs should reclaim their Footscray name after 15 years

Posted September 17, 2012 by Anthony Costa

‘A brand that evoked blue-collar battlers was swapped for one that evokes a sterile, sprawling abyss. Footscray had a folklore that endeared fans. The vaguely felt ‘Western’ identity feels as remote as an outer-fringe housing lot’

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Panthers wander away from home

Posted September 20, 2013 by Anthony Costa

Having broken the story on the Penrith Panthers registration of the ‘Western Sydney’ name last year, SBI’s sports branding expert Anthony Costa breaks cover on the new Panthers logo, providing his analysis on the subject of identity and brand strategy.

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FFA confirms six year A-League broadcast deal with Fox Sports By Sports Business Insider at December 20, 2016
Apparel company BLK reportedly in receivership By Sports Business Insider at November 16, 2016
NAB take the naming rights to AFL Women’s League By Sports Business Insider at October 11, 2016
As of 2017, neither of Australia’s two expansion teams, the Western Force or Melbourne Rebels, had made the finals in their combined 17 attempts.
Australian Rugby Union’s wicked problem By Sports Business Insider at April 19, 2017
Jaro continues to go from strength to strength in 2017 By Sports Business Insider at April 11, 2017
Brizi helps Emirates delight Australian Open fans By Clint Vojdinoski at March 3, 2017
Rising Pune Supergiants Logo
Part 3: Nick Tsaousidis – An Aussie in India! By Sports Business Insider at March 16, 2017
Part 2: Nick Tsaousidis – An Aussie in India! By Sports Business Insider at March 2, 2017
Nick Tsaousidis – An Aussie in India! By Sports Business Insider at February 24, 2017
AFC Logo (2012_3x2)
Reigning AFC Champions League winners banned from the 2017 tournament By Sports Business Insider at January 19, 2017
San Diego Chargers expected to relocate back to LA By Sports Business Insider at January 12, 2017
NHL looks to increase presence in China By Sports Business Insider at January 10, 2017