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Claims of fake Twitter followers by some clubs begs the question, why is there such a commercial incentive for sporting clubs to focus on quantity rather than quality? At its heart is a fundamental misunderstanding about the purpose and value of branding, as Anthony Costa explains.
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.
The recent decision from the NRL and Touch Football Australia to merge has been fiercely debated in the media over the past weeks. Anthony Costa examines what the merger does for the brands and image of both sports. Will presenting touch football as an NRL product enhance the NRL brand? Conversely, couldn’t it work the other way, forever changing the image of Touch Football Australia?