The transition from the Brisbane Bears to the Brisbane Lions represents a significant rebranding effort in Australian Rules Football. This change involved not only a new team name but also a complete overhaul of the team’s visual identity, including its logo, colors, and overall image.
Several factors contributed to this strategic decision. The Bears, despite some success, struggled to establish a strong and enduring connection with the Brisbane community. A merger with Fitzroy, a historically significant Victorian club facing financial difficulties, presented an opportunity to create a stronger, more nationally resonant team. The adoption of “Lions” acknowledged Fitzroy’s existing identity, inheriting its history and supporter base, while simultaneously seeking to create a new, unified identity for the merged entity that would resonate broadly. This aimed to capitalize on the combined strengths of both clubs.
