Authors: André Richelieu; Andrew Webb
Addresses: ESG UQAM – École des Sciences de la Gestion de l'Université du Québec à Montréal, 320 Sainte-Catherine East, Office DS-2849, Montreal (Qc), H2X 1L7, Canada ' Laval University, Palasis-Prince Pavillion, 2325, rue de la Terrasse, Quebec, G1V 0A6, Canada
Abstract: Major League Baseball (MLB) is facing stiff competition from fast growing global sports, yet little is known about how teams maintain their privileged position in the hearts and minds of fans. In-depth interviews with senior managers were analysed to better understand catalysing factors used by MLB teams to build their brand identity and crystallise the emotional bond with their fans. Moreover, we discuss some innovations that influence a team's ability to make its brand transcend the on-field performance and help create more distinctive marketing strategies.
Keywords: baseball; branding; innovation; isomorphism; sports marketing; strategy.
International Journal of Sport Management and Marketing, 2017 Vol.17 No.3, pp.220 - 236
Received: 27 Nov 2015
Accepted: 29 Jul 2016
Published online: 25 Jul 2017 *