branding case study
SOUTH
SYDNEY
RABBITOHS
BRANDING
SOUTH
SYDNEY
RABBITOHS
BRANDING
CHALLENGES
The Rabbitohs fan base were fiercely traditional and did not welcome any change to their heritage.
Some areas were considered sacred like their logo and jersey but by illustrating to them how the teams have evolved their brand image over time and that it could be done by still respecting the heritage they embraced the new look and feel.
The club also need to attract new sponsors from the big end of town and increase membership and merchandising sales as they had no leagues club to financially support them.
STRATEGIC INSIGHT
Research indicated that the game of rugby league is fiercely tribal, passionate supporters have a distinct dislike of other teams.
Our review of both player and supporter wear found the look to not be aspirational to supporters nor befitting to the image of professional athletes.
By understanding the psyche of the club supporter and the goals and objectives of the club we were able to set about a shift in brand image.
SOLUTION
Marketing campaigns positioning key players as tribal warriors. Sponsorship collateral developed that obtained results that exceeded all previous targets. Total redesign of supporter wear, toning down the overly bright Christmas like red and green and introducing black and grey to give the garments a cutting edge look. Developing stylised suits for the players to wear on game day.
Over time the club achieved a 10 fold increase in membership, merchandising sales went from $682k to $5.5 million, Sponsorship of the club in now the number 1 value in Australian sport and at the organisation experienced a 400% increase in operating profit.
+ branding case studies
Marketing campaigns positioning key players as tribal warriors. Sponsorship collateral developed that obtained results that exceeded all previous targets. Total redesign of supporter wear, toning down the overly bright Christmas like red and green and introducing black and grey to give the garments a cutting edge look. Developing stylised suits for the players to wear on game day.
Over time the club achieved a 10 fold increase in membership, merchandising sales went from $682k to $5.5 million, Sponsorship of the club in now the number 1 value in Australian sport and at the organisation experienced a 400% increase in operating profit.
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