Code & Theory (Agency) // Confidential Professional Sports Team (Client)

Approach

The research aimed to gather feedback on highly confidential creative assets to assess brand attitudes, guide a successful rollout, and identify potential risks. The methodology deployed both qualitative and quantitative research methods. We conducted 90-minute focus groups with fans (of varying degrees) and one 90-minute focus group with Legends (former prominent team players). Additionally, an anonymous survey was administered to Staff Members.

Outcome & Impact

The research confirmed that the overall rebrand feels timely and well-intentioned among fans and legends, who are open to modernizing the brand. Certain creative assets resonate well and signal the potential to appeal more widely and attract new audiences. The result was providing greater confidence and clarity around how to roll out the rebrand in the market. 

The core opportunity was leveraging the new identity to modernize, expand regional appeal, and attract new audiences if anchored in the teams’ identity and values. This led to the definition of Guiding Communications Principles:

  • Narrative Strategy: Communications must be intentional and delicate, pairing the expressive, modern elements with legacy-driven storytelling to ensure connection and build pride among existing fans.

  • Context and Rationale: Provide clear storytelling around the "why" behind identity decisions and emphasize continuity with legacy pillars.

  • Endorsement: Leverage trusted figures (Legends and players) to endorse and amplify the new identity.

  • Connection and Inclusivity: Activating regional strength and pride to convey authenticity and building connection with potential new fans.