The San Jose Sharks claim that their fans “bleed teal.” Since I know couple fans, I believe this is true. But how did they create such a strong brand and fan loyalty? I believe a reason for that is its great Integrated Marketing Communication.
Around town or at the arena, which is cleverly called “The Tank”, the city is tinted in teal. The image of the San Jose Sharks is easily recognizable, with faces of players on the sides of buses driving through the city and banners hanging on street lights, to a teal fire truck complete with shark fins on the sides and the top; the Sharks organization has utilized aspects of the city to promote the team and has been very successful and creative. Most importantly, the communication efforts are very integrated and work as a unified force. No matter where you see these promotions, the message is consistent in each ad, through the website, artwork on the tickets, billboards, or anything to do with the Sharks.
Even at the game after a fan has purchased tickets and is watching the game, the same brand is still being strongly promoted in the arena (Shark Tank) on the jumbo tron, or on an endless LCD screen that shows one of the shark fin logos swimming in virtual water around the entire arena. Not only the website, but all the advertising channels and the colors, the image, and the message all display that “This is Sharks Territory.”
http://sharks.nhl.com/index.html
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