This is the part I don't get. How is RBNY in any way a strong brand? The brand has detracted from the franchise, not added value. Note, I'm not talking about the owners or management, I'm talking about the intangible property of the brand itself. If you eliminated the Red Bull branding and replaced the team name with "the Kickers" or anyother generic type name, the value of the team if anything would go up, not down.