I became a swannies member this year and it taught me something about legacy brands

Marketing Espresso

I’ve never really understood, but always been fascinated by just how enthused people get with their sporting teams… Like why would you cry if they don’t win? Seriously it’s just a game.
In my corporate career, I was always getting free tickets to games, and of course, I would go.
I went to countless NRL games several swannies matches (AFL) and even a few Sydney Kings matches (basketball)
I always loved the AFL matches over the NRL as they were so fast-paced and the player's athleticism was just something else…
In 2023 I started going to a couple of matches again with friends who were Swannies fans… And I started to GET IT.
Then January 2024 rolled around and a friend asked me “Do you want to be members?” and I thought why the hell not…
Fast forward Saturday night - 7th September, finals footy, home game SCG, sold out crowd and as I found myself starting a “Sydney” chant I thought… ok, I get it.
At its core the Sydney Swans, or any sporting team has created a brand.
(Yep folks the AFL/NRL whatever your sporting obsession - and all the teams are businesses)
And to be able to get people so damn passionate about your brand that their entire mood is changed for a week after the game, what a powerful brand.
So how do they do it?
In this episode I am chatting all things how businesses can build powerful legacy brands by learning from the brand loyalty seen in sports teams.
Using my own personal experiences and observations, I am discussing the importance of aligning personal brands with organizational values and the significance of having a solid brand strategy.
A successful brand is built on strong foundations and the commitment of everyone in the organisation to uphold core values.
And let's not forget what these sporting legacy brands do best - manage to retain their legacy (and fan base) irrespective of player changes, offering valuable lessons for businesses aiming to achieve similar brand loyalty.
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This podcast has been produced and edited by Snappystreet Creative