Rebranding a Franchise: From Tampa Bay to Brooklyn

When Stuart Sternberg purchased 48% of Major League Baseball’s Tampa Bay Devil Rays in 2004, he approached the team with a “buy low, sell high” mentality. During the ensuing eight seasons, Sternberg who came from a finance background, was able to take the Rays from worst to first, winning the American League in 2008 and winning the AL East division in both 2008 and 2010, while completely re-branding the entire franchise. The Devil Rays were a team stuck in mediocrity, a mirror image of the New Jersey Nets of the NBA. Full Story…