Sports franchises are massive corporations, with a multitude of levels of employees, each working in their own way to support the brand. Each one of these employees takes on direct control in representing the brand to the consumer, but none more visibly than the owner. Owners act as a figurehead, with each act further enunciating what the brand represents.
Consider Robert Kraft, owner of the New England Patriots. After the 2014 football season, there was some turmoil regarding air pressure inside the game balls from a conference championship. After meeting with the NFL's office, Kraft decided to submit to the rule of the league, accepting the punishments without fighting. This move showed his entire organization his decision as to how the Patriots were to deal with the official investigation. By cooperating with the league, Kraft emphasized the importance of "doing the right thing" in his organization. This set up other Patriots, such as Head Coach Bill Belichick and QB Tom Brady, to follow suit and comply with the investigation, helping put the Patriots back in the nations good graces.
While owners actions in the corporate setting carry significant weight, it is important to note that their actions in the public setting molds brand image as well. Jerry Jones of the Dallas Cowboys learned all to well, as in the summer of 2016 several pictures of him celebrating in Dallas surfaced. The images, depicting Jones heavily drinking, show an owner who is okay with partying team members, and will condone similar actions by those in his organization.
-- Jonathan Campbell
No comments:
Post a Comment