Recreation, Parks, and Tourism Administration Department

Degree Name

BS in Recreation, Parks, and Tourism Administration




Brian Greenwood


The implementation of successful branding strategies is crucial for all sport organizations to enhance revenue, sponsorships, and brand loyalty. To facilitate successful practices, it is important that organizations are aware of the most common branding strategies as well as the strategies of their competitors. The purpose of this study was to examine the best practices of branding strategies for the five Major League Baseball franchises in the state of California. Data were collected from five selected Major League Baseball teams. The instrument utilized in this study was a checklist covering branding strategies with an additional section for notes. The results from this study indicated that there is much consistency amongst Major League Baseball teams’ websites, yet each team displayed individual approaches in displaying their brand image. As trends and strategies continue to evolve, it is important for organizations to reflect and progress.