Pick A Slogan For A Sports Team That You Like. Why Do You Like It? What Purpose Does It Serve?
For sports teams, slogans are important primarily because they offer inspiration, identity and drive for not only the players but also the fans. The catchphrases also play a vital role in introducing a competitive mood during matches. The New England Patriot, a team participating in the National Football League (NFL), is among the sports teams with attractive slogans. The “We’re Still Here” slogan has galvanized increased support for the team from both the local and international fan base (Abreu et al. 2016). I particularly like this slogan because it passes a critical message across- that the Patriots are no longer underdogs, but a force to reckon with in the league. The “We’re Still Here” motto was instrumental last season when the team won their 6 th Super Bowl title (Abreu et al. 2016). While the requirements in the sport have changed in the past few years, this motto has kept reminding all of the Patriot’s stakeholders that consistency is a key driver of success. With this slogan, everyone involved with the team is aware that discipline is central to the continued prosperity of this established sports franchise.
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Pick A Slogan For A Sports Team That You Dislike? Why Don’t You Like It? Why Do You Feel It Misses The Mark? (Bonus Point: What Slogan Would You Use And Why?) How Would You Go About Estimating The Impact On Branding For The “We The North” Campaign? What Type Of KPI’s Would You Track and Estimate?
As aforementioned, slogans are valuable to sports teams in different ways. However, when they are not well crafted, they can be counterproductive. The Toronto Raptors is basketball team playing in the NBA whose slogan I find outright cocky and alienist. The team’s slogan is “We the North”, a catchphrase that does not inspire inclusivity. Given that the team is the only participant in the NBA that does not hail from the United States, this slogan only helped to cement an inferiority complex that has been propagated through decades of poor performance (Wong, 2019). The only reason as to why the Canadian outfit came up with such a motto is to foster a false sense of confidence in the team and its fan base. Therefore, “We the North” was not adequate to boost on-field performance and overall team morale. The slogan missed the mark by a mile since Toronto is not that northerly. Accordingly, “We the North” resonates more with other Canadian cities than it does for Toronto. I would recommend a catchphrase like, “Basketball Never Stops” because it exudes a genuine desire to excel in the sport. The slogan signals that for the team, basketball is not just a game but a way of life.
One way the success of the “We the North” can be evaluated would be to see how this slogan has permeated other domains such as the fashion industry. Today’s world is increasingly interconnected, and nowhere is this more apparent than in the sports and fashion industries. In the event that the branding campaign becomes successful, it will be easier for it to be assimilated and used by fashion designer. More jerseys and other apparels with the Raptors label will be sold in the United States, Canada and other international markets. Another key performance indicator for the effectiveness of the Raptor’s branding effort will be its impact on the younger fan base. With this slogan, it is expected that team morale will be on the rise and this should lead to improved performance on the court. According to Brady (2014), since winning teams leave a lasting impression on the younger generation, the impact of the “We the North” campaign would be estimated by the number of new fans the club will acquire over a certain period of time.
References
Abreu, M. A., Spradley, B. D., & Abreu, M. (2016). The National Football League’s Brand and Stadium Opportunities. The Sport Journal , 20 .
Brady, R. (2014). How the Raptors Redefined Their Brand—and Took Toronto by the Throat. The Globe and Mail , 28 . https://www.theglobeandmail.com/sports/basketball/how-the-raptors-redefined-their-brand-and-took-toronto-by-the-throat/article21360335 /
Wong, A. (2019). Raptors' We the North Campaign Gives Fans a Voice They Can Identify With. VICE mediagroup. https://www.vice.com/en/article/qkyg57/raptors-we-the-north-campaign-gives-fans-a-voice-they-can- identify/
