Minnesota Lynx: Building a Team Brand and Being a Vehicle for Change!

Synopsis

This case describes the marketing program at the Minnesota Lynx basketball team, one of 12 teams in the Women's National Basketball Association. The Minnesota Lynx has been one of the most successful franchises in the league, winning the WNBA Championship four times. Head Coach Cheryl Reeve and her team of managers have created "the gold standard in the league because we have a very connected business and basketball staff."

The case provides students with an opportunity to understand how marketing concepts can be applied to services, specifically a professional basketball team. Like all services, basketball is an experience that is constantly changing because the players, the opponents, and the outcome of each game are always different. Each element of the marketing mix and the specific marketing activities used to create the Lynx experience are described. Students also learn about the Lynx efforts to use their team and platform as a vehicle for social change.

What is the Minnesota Lynx "product"? Do the Lynx have an organizational purpose or a brand purpose in addition to playing basketball?

Which of the seven elements of the services marketing mix are most important in the Lynx marketing program?

How is promotion (advertising, personal selling, public relations, sales promotion, and direct marketing) used by the Lynx?

Describe the activities the Lynx undertake as part of their customer experience management program.

How do the Minnesota Lynx assess the impact of its marketing activities? Has its program been successful?