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Kraken reaps rewards of successful brand identity unveiling

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National Hockey League expansion team Seattle Kraken is reaping the commercial rewards across a series of metrics from its hugely successful brand identity unveiling.

To almost universal acclaim, the franchise – which will make its debut in the 2021-22 season and become the NHL’s 32nd franchise – announced its name as the Kraken, as well as its colors and logos, last month.

Since the naming announcement, the team’s season-ticket waiting list has climbed 35 per cent, from 39,000 to 51,000. This is in addition to 32,000 fans who have already put down season-ticket deposits.

Meanwhile, sales of Kraken merchandise across all online retail giant Fanatics platforms are roughly four-times greater than the opening two-week sales of the Vegas Golden Knights, the NHL’s last expansion team, in 2017.

The team currently has the second- and third-best selling items across all Fanatics platforms, and ranks in the top-five selling teams for all sports across the retailer’s network since July 24.

Digitally, ESPN reports that the team had 20 million visits to its website in the first 24 hours of the launch, and a 157-per-cent increase in social-media following in that time frame.

The team has also secured new commercial deals, with Kraken Rum officially announcing that it had become the Kraken’s official rum partner.

According to the Seattle Times, in order to secure the Kraken name, the team had to agree a partnership with Proximo Spirits’s rum brand.

In June, online retail and streaming video giant Amazon struck a landmark deal for naming rights to the Kraken’s $930m privately-funded arena.

The team’s arena will be known as the Climate Pledge Arena after global online retailer Amazon acquired the naming rights and chose to showcase the venue’s status as the industry’s first fully carbon-neutral arena.

Industry sources indicated that Amazon paid between $300m (€266m) and $400m for the naming rights.