The launch of new brands by professional soccer teams: the case of U.S. Lecce - Salento 12

This paper explores the strategy of a professional soccer team introducing a new brand for selling merchandise. After reviewing literature on brand management, brand equity and brand associations (with a special focus on their application in the sports industry), this paper examines the case of U.S. Lecce launching the Salento 12 brand and discusses characteristics and key success factors of the project. A model of brand equity drivers of consumers' behavioural intentions towards Salento 12 branded products is designed and tested on a sample of 150 customers. Brand loyalty, perceived value and brand associations with the territory are found to positively affect behavioural intentions.