Publication Date

9-22-2023

Document Type

Contribution to a Book

Publication Title

Digital Marketing in Sports: Global Perspectives

Editor

Brandon Mastromartino; James J. Zhang

DOI

10.4324/9781003430353-11

Abstract

This chapter is designed to document the highly effective digital brand launch of the NHL’s most recent expansion franchise, the Seattle Kraken. This chapter provides an overview of branding in the digital age, a history and timeline of the Seattle Kraken brand development process, the opportunities and challenges of launching a brand during a global pandemic, some of the major outcomes from the brand launch (metrics and sentiment), and a narrative around these digital marketing principles following an in-depth interview with a former Kraken brand manager, Cam Rizzardini. Takeaways include the importance of letting future fans have a voice in the design process over time, to invest substantial budget into digital production, and to maintain secrecy around the brand identity until the release date. Brand managers can learn from the processes described in this chapter and consider ways to produce higher-quality digital offerings to engage fans locally and globally.

Comments

This is the Version of Record and can also be read online here.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Department

Kinesiology

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