Toward a history of sport branding

  • Hardy S
  • Norman B
  • Sceery S
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Purpose – The purpose of this paper is to review and explore topics that might constitute a history of branding in sport and might also contribute to understanding today's sport branding practices.Design/methodology/approach – The paper employs both secondary and primary sources on a range of sports across centuries of time and space. The paper also employs Mayer's principles of multi‐media learning.Findings – The paper finds that sport brands have a long history driven by entrepreneurs and organizations through rule‐making, equipment, distinct names, and employment of new technologies.Originality/value – The paper identifies a series of topics that merit closer scrutiny by historians whose research might inform contemporary scholars and practitioners of sport marketing.

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  • Stephen Hardy

  • Brian Norman

  • Sarah Sceery

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