Why Sports Rebrands Are So Hard with Jon Contino
A Change of Brand
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Branding Becomes More Than Just Artwork
The New York Jets are changing their name to the 'Cleveland Guardians' John Sutter: Brands in this industry become bigger than just the sport itself. Sometimes they represent the ethos of an entire community, he says. The Cleveland Indians filed a federal suit against the new team name after using it since 2014. They settled out of court for $290 million and will no longer be known as the "Indians"
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