Brand loyalty is as old as sports itself. After all, "brand loyalty" is really just a variation of the "hometown team" concept, where fans are encouraged to support their local heroes. In Boston, we root for the Red Sox, the Bruins, the Patriots and the Celtics. On the international stage, we root for athletes from the United States.
Why? Because we all want to belong to something bigger than ourselves. And we want to be associated with a winner. Our professional teams give us that sense of "community."