"Football is an emotional game. While some may see it as just a sport, others (and that’s many) see it as an experience. The experience of belonging to a global family of fans that share the passion and love for the game, like you do. So of course, when English football club, Chelsea F.C., rebranded in 2005, it wasn’t something to be taken lightly.
From a branding perspective, the reigning champion’s marketing team not only faced the daunting task of conducting a smooth rebranding, but also needed to ensure a way of maintaining brand consistency. Changing the brand of a beloved football team is something that can make or break your fan base [...]"