Coronavirus and the Future of Sports League Brands

Proper research prior to engaging in any marketing (business) task is critical. After familiarizing
yourself sufficiently with one of the major sports leagues (not the XFL; NBA, MLB, NHL, NFL
soccer), their response to coronavirus (actions for playing/suspending play; marketing/branding
offerings, etc.), please answer the inquiries below. Remember, you will be assessed on the depth
of your analysis, uniqueness of insights, research support underlying assertions, and
synthesis/application of appropriate content.
1. What response did the respective sports league take during the initial stages of the
coronavirus outbreak, especially relative to others? What effect did the actions have on
the brand of the league (co-branding, sponsorships, consumer markets, community
involvement)? Which marketing/promotions/branding elements were affected (identify
these specifically), and how?
2. What measures has the league taken since (plans to resume play; alternative structures;
complete cancellations)? How have these (or the absence of) affected the brand, the
consumer/fan base, and the marketing strategy? How have the league, generally, and its
member teams, specifically, adapted their marketing/promotions/branding strategy or
content? Please provide examples from the marketing or promotions mix, and support
your conclusions.
3. Is the league well-positioned to succeed after coronavirus? Why or why not? What
marketing (branding) strategy would you suggest moving forward from here? Why?
Please identify specific examples from the marketing mix or promotions mix, and support
your conclusions.

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