SportBusiness International

Analysis and insight for the global sports business

Branding

Article
28 Jun 2018

Since the NBA’s Brooklyn Nets returned to New York six years ago, they have embraced their new home, making ‘brand Brooklyn’ a key part of their appeal. Brett Yormark, their chief executive, tells Adam Nelson how they took advantage of the borough’s image, and how they’re leveraging that local brand on a global stage. 

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Liverpool fans show their support during the Premier League Asia Trophy in July (Victor Fraile/Getty Images)
Article
20 Sep 2017

With New Balance beating 'parasite brands' in a Chinese court and Liverpool FC launching a cut-price kit to beat the counterfeiters, major brands are clearly taking the theft of intellectual property seriously. Mark Dreyer finds out more.

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Ironman competitors prepare for 2.4 miles of swimming, 112 miles of cycling, plus a marathon run (Alex Caparros/Getty Images for Ironman)
Article
4 Jul 2017

After a 2.4-mile swim, 112 miles of cycling and a marathon run, competitors can't wait to engage even further with Ironman, whether by social media posts, buying merchandise or having the event's logo tattooed on their skin. Dominic Bliss finds out more.

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