Identifying a Sports Team
A sports team that has rebranded in the last few years is Real Madrid. This is one of the most famous football clubs, which began its history back in 1902. On March 6, two brothers, Pedros and Julian Palacios, created a team named Real, under which they perform today (Kunkel & Biscaia, 2020). In 2008, Cristiano Ronaldo, Brazilian footballer Kaka, and many others came to the club, which helped the team win many trophies worldwide (Kunkel & Biscaia, 2020). Since the club’s foundation, the sports team has undergone various rebrandings, the last of which occurred recently.
Changes Team Made
The rebound in terms of all the changes the team mode is to modernize the brand’s external symbols. By the 100th anniversary of the club, it will officially present an updated logo, which will appear on the team’s T-shirts starting from the 2024 season (Kunkel & Biscaia, 2020). At the same time, it is noted that a special logo will be presented at the forum from April 2020 until the end of the 2023 season (Kunkel & Biscaia, 2020). The unveiled emblem has not undergone drastic changes, but, at the same time, due to the redesigned letters M and a soccer ball, the new frame has acquired less detailed outlines. In particular, the serif in the capital letter of the team was modified, and the image of the sports equipment itself was enlarged, which gave it a new look and location.
Reasons Rebranding Took Place
The rebranding process took place due to a change in the command staff. It was necessary to choose such an emblem, the symbolization of which would allow the multinational team to unite around the values that bring together and unite its members (Kunkel & Biscaia, 2020). In addition, the team’s rivals have upgraded their brands, and to remain competitive, Real Madrid has also made some changes to match modern trends.
Seattle Kraken as New Sports Brand
Seattle Kraken is a professional American ice hockey club that is under construction and based in Seattle, Washington. The main feature of the brand is its environmental friendliness. The stadium arena will receive all the electricity from solar panels, and rainwater will be used to fill the ice. Thus, the Seattle Kraken corresponded to the primary trend of our time, which is to take care of the environment (Kunkel & Biscaia, 2020). The creation of such an innovative sports brand inspired other sports brands to pay attention to acute problems of concern to the public, such as the problem of ecology.
Connection of Past & Present
Seattle Kraken connected past and present to bring an NHL franchise to the region that the city would be proud of. The emblem of the American club, which depicts the kraken, depicts a mythical sea monster of gigantic size and symbolizes the city’s historical connection with the sea (Kunkel & Biscaia, 2020). In addition, it reflects the power and aggression of hockey, especially inherent in this sport in the past (Kunkel & Biscaia, 2020). At the same time, involvement in environmental problems establishes a connection with the natural element of the past sea and the problems of modernity observed in this ecosystem. This optimization of the club’s traditional values without radically changing them allows the city to be proud of its efforts to preserve the original values.
References
Kunkel, T., & Biscaia, W. H. (2020). Sport brands: Brand relationships and consumer behavior. Sport Marketing Quarterly, 29(1), 3-17. Web.