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Re2pect endears itself to the population of New York with a stirring tribute to Derek Jeter.

Few Australians would be aware of Derek Jeter and his long and illustrious baseball career. But almost all of us would be aware of the New York Yankees, probably the biggest sporting team brand in the world (save for maybe Manchester United). Jeter has been…

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Tomic brand needs a tonic

Australian tennis player Bernard Tomic was jeered by the crowd at Rod Laver Arena last week after withdrawing from a match at the end of the first set against Rafael Nadal. He feels that he was misunderstood and was adamant he made the right choice…

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There's no 'I' in team right? Branded sporting personalities in team sport

Sporting teams all over the world must contend with the balance of club brand vs personal brand when the decision is made to sign up a superstar. Players that are so well-known and successful can end up being as big, if not bigger than the…

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