Wimez, Jules (2025) Lost in Transition: Exploring the Effects of a Sports Team's Rebranding on its Supporters and their Relationship with the Club. Masters thesis, Concordia University.
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Abstract
Change never stops! Over the past two decades, the number of sports teams that have changed their logo and name has multiplied. This phenomenon, known as rebranding, is not always successful, with one out of two rebrandings generating negative reactions from fans. In this research, I investigate how fans may perceive rebranding as a betrayal and the subsequent impact on their relationship with the club. Previous research has already established the effects
of rebranding on fan identification and purchase behaviour, but the exploration of their relational trajectories remains understudied. To bridge this gap, I drew on the case of the Montreal Impact's rebranding in 2021. Through in-depth interviews with club supporters, podcasts, and forums, my findings revealed that the disruption of the club's identity and lack of fan involvement in the rebranding process were perceived as moral transgressions by fans. As such, their relationships with the club were divided into three possible trajectories: some fans accepted the rebranding and adapted their self-concept, others fought for the return of the previous identity, and others terminated their relationship with the club, going through a process of loss accommodation. This paper contributes to the consumer-brand relationship literature by demonstrating that a rebranding can act as a critical juncture in the relationship between fans and clubs. For practitioners, this research provides insights into managing a rebranding process, emphasizing the importance of transparent communication, incorporating fan opinion, and encouraging evolutionary image changes to maximize retention.
| Divisions: | Concordia University > John Molson School of Business > Marketing |
|---|---|
| Item Type: | Thesis (Masters) |
| Authors: | Wimez, Jules |
| Institution: | Concordia University |
| Degree Name: | M. Sc. |
| Program: | Marketing |
| Date: | 10 March 2025 |
| Thesis Supervisor(s): | Arsel, Zeynep |
| Keywords: | rebranding, consumer-brand relationship, sports team, brand betrayal |
| ID Code: | 995226 |
| Deposited By: | Jules Wimez |
| Deposited On: | 17 Jun 2025 17:45 |
| Last Modified: | 17 Jun 2025 17:45 |
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