Picture your favorite sports team’s logo. It means something to you—a feeling, a memory, a belonging. That logo, that name, those colors are not just decoration; they are a brand, and like any brand, they must be carefully taken care of, sometimes refreshed, and occasionally expanded into exciting new places. This chapter explores how sports organizations manage and grow their brands long after the initial identity is set—through makeovers, moves, new products, and partnerships that build lasting value.