Giving players and fans a purpose to rally behind, Anadolu Efes Spor Kulübü’s new identity and positioning kicked off a true transformation for the basketball club. In the season following the rebrand, stadium attendance rates rose 120% and Instagram engagement grew 173%.
Turkey’s oldest and most successful basketball club Anadolu Efes Spor Kulübü (AESK) had gone nine years without a league win. With ticket sales dwindling, the club collaborated with Brown & Co in 2018 to reposition, to reignite passion amongst fans and players.
By encapsulating both AESK’s heritage and future vision, the club’s new brand positioning clearly highlights the club’s determination and progress, while redefining it as fit for the modern era. The new digital-first living ‘Flaming Star’ identity, applied to everything from website to social media and kits, has driven an emotional connection with stakeholders.
The branding and its associated launch campaign were the catalysts in getting people to remember why the club is great, galvanising a sense of pride and support. In the season after rebrand ticket sales leapt 254% and a new merchandising partner was secured, growing merchandise sales over 700%. Season ticket sales leapt 238% and with potential sponsors seeing the club as worthy of investment, sponsorship partnerships doubled.