When the Team is the Brand

Putting your brand on a stadium is relatively low risk, albeit expensive advertising.

But letting an entire sports team carry your brand, now that’s risky. Red Bull is now the official sponsor owner of the Major League Soccer franchise in New York, which has been re-christened the New York Red Bulls. Let’s hope they win.

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Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.

He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.