BLOG: BRAND SPORT


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

Gerhardt celebrates his goal with Melbourne Heart fans. Image: melbournevictory.net
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BLOG: BRAND SPORT

Melbourne Heart: The Team Melbourne Never Wanted

Posted January 24, 2014 by Anthony Costa

In the wake of Manchester City buying a majority stake in the Melbourne Heart, SBI’s Anthony Costa writes about the team Melbourne never wanted.


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fake-twitter-followers
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BLOG: BRAND SPORT

Football, meat pies, kangaroos and… Twitter followers?

Posted December 12, 2013 by Anthony Costa

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.


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Is it too late to trademark State of Origin? Image: the roar.com.au
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BLOG: BRAND SPORT

Is ‘State of Origin’ word mark a public good?

Posted November 25, 2013 by Anthony Costa

Rugby League Central recently submitted an IP application to trademark the ‘State of Origin’ word marks. Is it too late? Anthony Costa investigates the issue.


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panthers
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BLOG: BRAND SPORT

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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nrl and touch
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BLOG: BRAND SPORT

Will Touch Football Really Boost the NRL Brand?

Posted August 21, 2013 by Anthony Costa

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?


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