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David Pierce, Melissa Davies and Bryan Kryder

This article outlines an opportunity for sport management instructors to integrate design thinking as a pedagogical tool into their classrooms to align with the demands of today’s innovative and evolving sport industry. Design thinking enables students to become designers and to approach problems from an empathetic and creative perspective to promote innovative solutions to a wide range of problems. This article will introduce design-thinking concepts and how they align with the advancing sport management curriculum before outlining the steps required for instructors to incorporate design thinking into a sport management capstone class.

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Melissa Davies, Michael L. Naraine and Brandon Mastromartino

This case asks participants to take on the role of a brand consultant, working for the fictional brand management firm, BrandNew, to advise on the branding of a new National Hockey League (NHL) franchise. The consultant will need to identify the strengths and weaknesses in the brand equity for three previous NHL expansion or relocation teams (i.e., Vegas Golden Knights, Winnipeg Jets, Carolina Hurricanes) in order to understand what goes into selecting an effective team name, color scheme, logo, mascot, and how to socially integrate into the host city market. Consultants will then make recommendations for the NHL’s next expansion team in Seattle, Washington, so as to build sustained brand equity in the Seattle market.