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- Creators: Department of Marketing
Description
The purpose of this project was to create a brand identity for an expansion Major League Soccer team in Arizona. We identified and analyzed the numerous components that combine to create a sports brand, as well as a brand's impact on a soccer club's location and community. We determined that visual identity is the dominant aspect of a sports brand that is designed, and we limited our work accordingly. We defined the visual brand identity as being made up of the color palette, team name, logo, typography, and uniforms of a prospective soccer club. In order to create a strong brand, we chose to develop four unique visual identities and gain feedback from an expert panel of trusted colleagues to select a preferred brand. Using panel responses allowed us to identify the brand that most excited and captivated existing Arizona sports fans, thus ensuring the selected brand would be successful when implemented. The creation of each brand identity was constrained by four assumptions. These limitations were inspired by research of the current Arizona sports landscape and Major League Soccer branding, and ensured that our four proposed visual identities successfully assimilated into Arizona and MLS. After presenting our brand proposals to our expert panel, we learned that the AZFC brand proposal had the most popular assets, yet the Arizona SC brand proposal was the most popular overall. From this we discovered that providing a connection between brand and location is critical in order to capture attention. We also learned that this connection must be applied across a unified brand identity, rather than being expressed through individual assets.
ContributorsCambron, Reece (Co-author) / Hyland, Chelsea (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / J. Denny Sanford School of Social and Family Dynamics (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
While sports have been around for thousands of years with ranging popularity across the globe, they are a stronghold in American culture. The “big four” sports in the United States are American football, basketball, baseball, and hockey, although Major League Soccer (MLS) has made a push within recent years for soccer to become the fifth. While it is being welcomed into the world of sports in America it is lacking popularity compared to its stronghold within cultures throughout the world. In this thesis we explore possible reasons as to why soccer and Major League Soccer is not as popular in the United States as it is in other countries as well as compared to the other major sports in the US. This is done through an extensive literature review, followed by an online survey to answer questions that were not answered using past research. The data collected was then analyzed through testing six hypotheses. All of the information collected is then used to formulate five major recommendations for MLS to grow the popularity of Soccer in the United States. These recommendations include building a community of soccer in the US, enhancing the fan experience at games by building soccer specific stadiums, raising the caliber of players playing in the US within MLS, building awareness of the sport through the reach of hosting the 2026 World Cup, and finally furthering this research by looking into the US Women's National team.
ContributorsDahlin, Amanda (Author) / Tvelia, Emily (Co-author) / McIntosh, Daniel (Thesis director) / Neto, Rivadavia (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Information Systems (Contributor)
Created2022-05
Description
While sports have been around for thousands of years with ranging popularity across the globe, they are a stronghold in American culture. The “big four” sports in the United States are American football, basketball, baseball, and hockey, although Major League Soccer (MLS) has made a push within recent years for soccer to become the fifth. While it is being welcomed into the world of sports in America it is lacking popularity compared to its stronghold within cultures throughout the world. In this thesis we explore possible reasons as to why soccer and Major League Soccer is not as popular in the United States as it is in other countries as well as compared to the other major sports in the US. This is done through an extensive literature review, followed by an online survey to answer questions that were not answered using past research. The data collected was then analyzed through testing six hypotheses. All of the information collected is then used to formulate five major recommendations for MLS to grow the popularity of Soccer in the United States. These recommendations include building a community of soccer in the US, enhancing the fan experience at games by building soccer specific stadiums, raising the caliber of players playing in the US within MLS, building awareness of the sport through the reach of hosting the 2026 World Cup, and finally furthering this research by looking into the US Women's National team.
ContributorsTvelia, Emily (Author) / Dahlin, Amanda (Co-author) / McIntosh, Daniel (Thesis director) / Neto, Rivadavia (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05