Examining the Importance of Brand Equity in Professional Sport

Marketing literature is replete with research (both academic and applied) that furthers the understanding of brand equity as a tool for guiding strategic marketing decisions. Brand equity can also be a vitally important tool for sport managers. However, until recently, there was no sport-specific research available to guide the efforts of sport managers wishing to employ brand management strategies. This study expands the conceptual understanding of brand equity and compares the importance of brand equity and winning in the realization of a marketplace outcome in the professional sport setting. Secondary data were gathered from a variety of secondary sources that provide comprehensive information on Major League Baseball, the National Basketball Association, and the National Hockey League. Logistic regression analyses revealed both brand equity and winning significantly contributed to the attainment of merchandise sales. However, the impact of brand equity and winning differed by league.