The Influence Of Culture In Sports Marketing

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In today’s society, one could make the assumption that Americans care very, very deeply for their sports teams. These fans would be able to answer questions like, “Why did LeBron James go back to Cleveland” or “Which NFL team is currently ranked as number one in the nation?” Sports fans may also be capable of recognizing brands. According to an article by Lars-Haue Pedersen, a brand is a more widespread and defined as a “distinctive picture and association positioned in the mind of consumers of an object (product, service) or a subject (person, institution).” Pederson continues to say that brands spark creativity in minds, and can manipulate patterns amid consumers. The objective is to find a way to differentiate the pictures or products …show more content…
An outstanding team will posses increased profitability for its brand. This generates a greater income and more leverage for spending. Individual athletes may feel the affects of their own brand by the added weight of their wallets. This scenario would stand true for athletes like Michael Jordan, Peyton Manning and Tiger Woods. They count on sponsorships and advertising (“Sports and Branding”). Although profits are significant factors of brands and marketing, other elements play key roles as well. Nigel Hollis states, "While economic and demographic differences between markets have obvious ramifications for business, it is culture that most affects the development and marketing of brands. Culture - the history, beliefs, customs, habits, values, and social behavior of a group of people - determines the way people will think, behave, and react to the world around them. Therefore culture has a massive effect on the acceptability and appeal of brands and their marketing communication” (“Quotebank: Society”). Today, the cultural facet of branding is simply called “cultural branding.” Cultural branding is defined as, “an action that touches every part of your company, and engages each sense. It empowers and connects employees, clients and consumers. It is experienced and memorable. It becomes viral, for as users experience it, they pass it along” (Namyst “Cultural Branding …show more content…
One of the most talked about controversies involves the use of Native American mascots for professional sports teams. Teams like the Kansas City Chiefs and the Atlanta Braves modified their logos throughout the years, but are still under fire for their depiction of Native Americans. The modifications prove to be a difficult topic. An issue arises when the icons are dubbed “offensive,” but the team does not want to jeopardize their traditions that have been in place for numerous amounts of years. This situation reigns true with the Atlanta Braves. The baseball team started with a cartoon chieftan, which portrayed red skin. In 1966, the chieftan received a change of a brown skin tone. The chieftan was later replaced with a

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