Creative Works Brand Strategy Agency Business

How to keep fans onside when rebranding a sports team


By Sam Bradley | Senior Reporter

July 20, 2022 | 1 min read

Crests and badges are key tools in a sporting brand’s arsenal. Considered sacrosanct by supporters, however, substituting these storied stamps for updated designs is an emotionally charged challenge. As part of The Drum’s Sports Marketing Deep Dive, we look at how design agencies approach such a sensitive project.

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