A brand is a promise each organization can make to its customers. This promise is built on the coherence and continuity of the brand's products or services that customers experience every time they are in contact with that brand. In this regard, well-known brands can generate more positive market outcome than brands that are less well-known because of their tangible and intangible attributes, but mostly because of the trust consumers have in these more established brands. This holds true for the development of the European Academy of Management (EURAM) and its 13th annual conference what was held June 26-29, 2013 in Istanbul (Turkey) as well as for the development of the EURAM Strategic Interest Group (SIG) on "Managing Sport". In its fifth year since the inauguration of the Sport-Track at EURAM conferences the SIG on "Managing Sport" has emerged as a growing (not only) European network of academics, practitioners, athletes and sport officials whose interests revolve around aspects of internationalization, professionalization and commercialization of sports in theory and in practice.