What’s in a (Sports Brand’s) Name? Joe Favorito Weighs In.

Can the College Football Playoff become a bigger brand by changing its name?

That was the question AP posed to Joe Favorito, instructor for the master’s program in Sports Management, in a recent article. “You don't want to create something that's artificial when you don't have to,” Favorito says about the prospect of renaming the event. “In the world we live in now, it's much easier to take your time and find [out] if there is a brand that can be ingrained into the name...as opposed to [replacing the name]," Favorito says. "Once you put something else on it, and call it the College Super Bowl or something along those lines, it immediately loses brand value.”

AP writer Ralph D. Russo called attention to the Arlington, TX arena that was once called the Dallas Cowboys Stadium but, due to its corporate sponsor, was renamed the AT&T Stadium.

Favorito agreed. “If I were them,” he says of the College Football Playoff executives, “I would keep [the name] as vanilla as possible and see if a brand comes along in a few years that is at the right price point."

Read the rest of the article over at AP.