Seeing the same things differently: exploring the unique brand associations linked to women's professional sport teams

Abstract

Sport brand management has become an increasingly strategic process, yet most scholarly attention has been focused exclusively on men’s sport. This study contributes to knowledge surrounding women’s sport brands and the strategic marketing of sport organizations’ brand portfolios. We drew upon sport brand architecture and brand association knowledge to examine how consumers evaluate and perceive women’s professional sport team brands. Data collected via free-thought listing and semi-structured interviews (N = 31) revealed that while established linked brands (e.g. the pre-existing men’s team) help shape consumer perceptions toward women’s professional sport brands, unique associations driven by social and economic factors are also linked to these brands. Findings contribute to the strategic sport brand management literature and can be used by sport organizations and their stakeholders to guide the creation and development of women’s sport brand equity.