Sporting begins the process of “building a new brand”

Sporting begins a “rebranding” process aimed at reshaping the brand’s image, ie by renewing the club crest. “We are starting a rebranding process. (…) It’s a new brand architecture,” André Bernardo, vice-chairman of the board of directors, explained to Jornal Sporting.

The manager said afterwards that he was already expecting antibodies from supporters and partners. “These processes, by their very nature, always generate noise. There are always different opinions. (…) resistance to change.

Bernardo then cited the new symbol of Juventus, as well as Nike and Apple, as examples of a successful “rebranding”. He said, “The new era must be accompanied by an evolution of the brand. The organization and the brand live in symbiosis. (…) Apple and Nike are reference examples,” he said, explaining that the process “makes perfect sense in the transitional phase we are going through.” The director also explained that “the process is difficult and can take a long time,” and then informed that consultations would be conducted with the partners through a general assembly for this purpose.