Perhaps no team in professional sports knows more about living in the shadows than the Los Angeles Clippers, who have long lived as the “second team” in their own city. They share the same city and the same arena, but the Clippers have been unable to match the success and glamour of their brothers in the purple and gold.
And despite having two of the best players in the game, the Clippers are unlikely to overtake the Lakers.
So why not rebrand completely?
According to words by Clippers’ owner Steve Ballmer himself, the franchise is going to be thinking about making some serious changes.
“Hopefully, by the time we’re done, it won’t be a Clipper logo,” Ballmer told the LA Times. “It will be some naming rights sponsor.”
And Ballmer would not rule out changing the logo — and the colors, and perhaps even the nickname itself — when the Clippers move into the new arena.
“We have a once-in-a-lifetime chance to really step our identity up another level,” he said. “I don’t anticipate making a change, but we have a once-in-a-lifetime opportunity, and that is the kind of thing you somehow do in consultation with your fans.”
The Clippers recently announced that they will be building a new privately-funded arena in Inglewood to be open by 2024. Granted, that is still years off — but even now, it is drawing excitement for the franchise.
With an enthusiastic new owner, two superstars ready to win, and plans for a re-made identity, the Clippers could be in an entirely new light by the time they move into Inglewood in 2024.
For now, they’ll have to work their way out of the shadows the old-fashioned way: banners and rings.