The Union Brand

By Brian Larson
Associate Professor of Marketing
Widener University School of Business Administration

Okay, so the first game of the MLS newbies, the Philadelphia Union, didn't go so well on the pitch. A 2-0 loss with penalties galore is probably not how the franchise envisioned their official entry into professional sports history. Is this going to be the end? While there has been some grumbling ... and even worse yet, some apathy from the region's sport consumers and media, I don't think anyone is really giving up on the idea of having a really good MLS franchise here.

First of all, the fact that the Union has "fans" is spectacular. How many times does someone spend time and money supporting Cheese Whiz? Building a fan base that is vocal and willing to follow a brand is difficult: having a fan base that will do that BEFORE the brand ever played a game... priceless. These Sons of Ben, aren't going anywhere away from the team anytime soon. Fan avidity is a powerful thing. Once fans have it to the point that they identify with a team, player, colors, logo and so on; it doesn't go away on a whim. Naturally, any good team marketer will cultivate that passion and appreciate it. Don't take fans for granted of course, but realize that the fans the Union already has are going to give the Union the benefit of the doubt. Building a sports brand takes a long time, but the Union is on their way. Building a winning dynasty on the pitch might prove equally challenging.