AMERICA’S PIGSKIN PASSION-GUIDING THE MOST ICONIC BRANDS IN SPORTS
The most overwhelming aspect about developing a branding system for a pro sports team is recognizing the significance and impact the logos, colors and uniforms have on fans, and the players who wear them. Symbolic of the passion and loyalty the fans and players have for their teams, logos and colors are truly the team’s greatest asset.
The unprecedented popularity of sports in our culture fueling sales of licensed products has created a host of application, manufacturing, broadcast and legal issues requiring a deft level of expertise to successfully navigate through the process and develop an optimum solution.
Echo Brand Group’s partner, Bruce Burke, established the NFL’s first in-house advertising and brand marketing division, unlocking the NFL’s tremendous brand equity, growing licensing and broadcast revenues from $200 million to $4 billion during his tenure.
Burke expertly led the development of the annual Super Bowl logo as well as sixteen NFL club identities. These brand marks are the result of guiding multi-functional teams through research, design interpretation, legal clearance, and focus group study. Each of the final solutions successfully met the subjective and objective criteria of the team owners, players, networks, licensees, manufacturers, attorneys, and last but not least, the fans.
Other accomplishments during Bruce’s NFL tenure included shaping the launch of The NFL Experience, the hugely successful fan interactive traveling theme park constructed each year at the site of the Super Bowl host city, Super Bowl branding, special events, live multi-media presentations, and hundreds of different NFL events and promotions that help to promote and enhance the fans’ enjoyment of the game while providing valuable sponsorship opportunities for the NFL and its partners.