My mate works in the commercial department of a professional sports club and I asked him about modern rebranding and if there is any conclusive evidence that it does directly positively affect crowd sizes and support base.
This is his reply:
"...probably not conclusively but I’d say there’s lots of untanglebles in there around perception of the club, how competition is perceived by a broadcast audience, what ‘consumers’ want to aspire to be associated with, digital presentation, merchandise.
Do I think Halifax will add 1,000 to the gates next year because of a logo, no. Will it help them engage with the next generation when they go into schools etc, maybe.
Not sure why they didn’t revisit blue sox, presumably there’s a rationale behind that.
Wigan are having a unreal month on retail apparently so as much as the noisy minority hate it on social media they are happy with how it’s going.
Plucking a random animal out the air never feels authentic but I guess at some point someone decided Hull KR would be Robins so every club has gone through it at some point."
Both my mate and I of course hope it is a success