The Tampa Bay Buccaneers went back to the future this week in unveiling their 2020 uniforms, returning to a streamlined version of their Super Bowl era look. Much goes into a uniform change and franchise rebranding, as I detailed in this February 23, 2004 story in SportsBusiness Journal. Some team rebranding of that era worked, some did not. It often depended not on colors and designs but whether the team won.
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Franchise Rebranding: Win or Do it Again
