Acknowledging the prevalence of new brands and rebranding activities in the present sport landscape, the current research examined consumer perceptions of new sport brands over time. Season-ticket holders and fans (N = 7,590) of eight teams were tracked over the first 5 years of a league’s existence. Brand associations were measured with a free-thought listing technique, and a coding process surmised 18 brand associations related to teams in the league, with six representing benefits and 12 representing attributes. Initially, responses were attribute dominant; however, benefits increased proportionately over the 5-year period of exploration. Findings extend knowledge on the development of consumer-based brand associations of new sport brands over time, highlight contextual differences between brands, and demonstrate the impact of star players on teams within sport-brand architecture. Given their application to global sport settings, these findings have implications for sport managers who introduce new brands to the marketplace.