"Your team's on-field performance might be what dominates headlines - but it's not the only consideration for sports brands looking for long-term growth. Building an emotional connection with both fans and wider audiences is just as critical. Simply having one of the best sports logos isn't enough."
"The study identifies a growing 'connection deficit'- the widening gap between what consumers expect from brands and what they actually experience. In sport, this often manifests as a misstep between competitive success and emotional trust. Fans today want more than results: they want consistency, cultural identity, and values they can believe in."
On-field performance often dominates headlines but does not guarantee long-term growth for sports brands. Emotional connection with fans and wider audiences is equally critical; a strong logo alone is insufficient. Conran Design Group commissioned Citizen Brands 2025: Solving the Connection Deficit to assess stakeholder expectations and consumer perceptions of 170 cross-category brands against Citizen Brands attributes. A Citizen Brand connects better to the people it sells to and the societies it operates within. The study identifies a growing connection deficit—the gap between consumer expectations and actual experiences. In sport this appears as a mismatch between competitive success and emotional trust; fans seek consistency, cultural identity, and believable values.
Read at Creative Bloq
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