Abstract
Major League Baseball (MLB) is facing stiff competition from fast growing global sports, yet little is known about how teams maintain their privileged position in the hearts and minds of fans. In-depth interviews with senior managers were analysed to better understand catalysing factors used by MLB teams to build their brand identity and crystallise the emotional bond with their fans. Moreover, we discuss some innovations that influence a team's ability to make its brand transcend the on-field performance and help create more distinctive marketing strategies.
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