Michael L. Naraine, Benoit Séguin, Lennart Pape, Ashley Thompson, Erik L. Lachance, Marijke Taks, Milena M. Parent, Russell Hoye

This study examined variations in national sport organizations’ (NSOs) brand management according to their organizational archetype. Using Parent et al.’s (2021) archetype categorization of board-led, executive-led, professional, and corporate sport organizations, we conducted 45 semi-structured interviews with executive officers and board members from 22 Canadian NSOs. Findings suggest the importance of brand management varies across NSO archetypes from low functional importance and informal strategies to high importance and formalized strategies. Additionally, modern brand management activities like social media communication also varies according to archetype. Though all NSOs noted some level of importance of branding, only corporate archetype NSOs were highly engaged with brand activities. Board-led, executive-led, and professional NSOs should consider adopting a more strategic approach to protect their organization’s brand equity.

Keywords: Canada, social media, sport marketing, organizational archetypes

Citation:
Naraine, M. L., Seguin, B., Pape, L., Thompson, A., Lachance, E. L., Taks, M., Parent, M. M., & Hoye, R. (2026). Brand management in Canadian national sport organizations: Differences between organizational archetypes. International Journal of Sport Management, 27(2), 109-132.