Newswise — Retiring Indianapolis Colts Head Coach Tony Dungy will be missed by fans, players and the broader Indiana community, but his departure won't detract from the team's positive brand image, a sports marketing expert at the University of Indianapolis says.
Relative to other franchises in the often controversial, high-turnover NFL, the Colts enjoy a reputation for stability, consistency, personal character and a workmanlike approach to winning, says Associate Professor Larry DeGaris, who directs UIndy's popular sports marketing program. Dungy, who is leaving football to devote time to family life and volunteer work, has been just one among several pillars of a team image that also rests on the shoulders of quarterback Peyton Manning, President Bill Polian and other respected veterans in the organization, DeGaris says.
"The Colts' brand is pretty much bulletproof," he says. "At this point it's been built up to a level where it's not contingent on any one person."
DeGaris also notes that the team handled the transition smoothly, following a logical succession plan and announcing the retirement and the promotion of new Head Coach Jim Caldwell in a single smooth stroke on Monday.
"This is another thing the organization did right," he says. "They gave a heads-up, named a successor, so really it's not a big deal, is it? There's no search, there's no controversy. It's a tight ship."
Having a consistent, positive brand in place helps a pro sports team weather any rough times, says DeGaris, known for his national surveys on sports sponsorship. And conversely, a team with a reputation for misbehavior, trash talk and other negative qualities is scrutinized more critically when trouble arises.
"Look at (Dallas Mavericks owner) Mark Cuban " it's funny how chaos seems to follow him around," DeGaris says. "The Colts are on the other end of the spectrum. Once you've built up a lot of equity in your brand and you have a loyal following, then you're fairly resistant to performances on and off the field, as long as you're not losing 12 games a season and having 10 guys arrested."
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