As a sports fan, you want to be proud of your team. One thing that can’t always be controlled is how the team performs on the field, on the court or on the ice.
Fortunately, your team having a great identity is relatively easy to do, that is, if the ownership is willing to understand that branding and identity is important.
A good case study for this is the new Charlotte Hornets — the team that was formerly the Charlotte Bobcats. The franchise realized that 1) the Bobcats brand was terrible, 2) the Hornets brand resonated with people in the Charlotte, NC metro area, and 3) that the marketing of the Bobcats was never going to be successful due to the stigma that the franchise had around the name.