Abstract:
The sports industry is one of the fastest growing industries in the world. Most
international sports teams have developed a brand representing the message that their
team wishes to communicate to its stakeholders. Frequently, a team s brand is
managed and driven by the leaders, owners and chief executive officers (CEOs) of the
sport teams. Similarly, these leaders, owners or CEOs possess their own personal
brand, which can be driven by the team. To date, literature has focused on the brands
of teams and players, and little focus has been given to the leaders, owners or CEOs
driving the brand, specifically in a South African context.
This research investigates the link or relationship between the CEO and sport team
brand. Qualitative interviews were conducted with CEOs of three Super Rugby
franchises, and the relationship between the brand of the CEOs and the franchise was
identified. Nine additional interviews were conducted with marketers, coaches and
players of the franchises, and assisted in triangulating the data. The interviews
provided the depth and insight to explore the participants understandings of the
relationship between the CEO s brand and the sport team brand.
The research confirmed that there is a link or relationship between a CEO and sport
team brand. The research suggests that the relationship is established over time and is
influenced by the CEO s involvement and engagement with his/her prospective teams .
A dual brand transfer was identified between a CEO and a sport team brand.
