Sport leagues influence their affiliated teams through management and marketing. Leagues and teams are structurally connected because the league provides the competition framework and the teams provide the league product. This structural connection underpins their brand relationship, which is reflected in their brand architecture, with the league representing the master brand and the teams representing subbrands that are visibly connected to their master brand. This visible connection represents the brand relationship between a league and its affiliated teams as perceived by consumers. Thus, it is proposed that consumers’ evaluation of a league influence their evaluation of a team competing within this league.