HRSM Research in Action

In this episode, we dive into the fascinating world of sonic branding to answer a surprisingly complex question: how much does a team's anthem actually matter? Drawing on recent sport management research, we explore the concept of "musical congruity"—the alignment between a song's vibe and a brand's core identity. We unpack how traditional sports teams like the NFL's Atlanta Falcons and modern esports giants like G2 Esports use customized tracks to boost fan engagement, team identification, and overall brand equity.Surprisingly, the research reveals that a fan's personal likability of a song doesn't actually matter as much as whether the music authentically fits the team's story and values. We'll break down the three main ingredients of a successful anthem—genre, lyrics, and voice—and discuss why traditional sports fans might bond over these tracks differently than esports fans. Tune in to learn why finding the perfect sound is a game-changer for sports marketers!This episode discusses findings from the article "Musical congruity in sports: enhancing team branding in esports and traditional sports," authored by University of South Carolina professors of sport and entertainment management, Dr. Yongjin Hwang and Dr. Khalid Ballouli, and published in the Sport Management Review in 2024.