In hopes of solidifying a permanent home in Worcester, the city’s lone professional basketball team is making major changes to its branding by paying homage to an infamous winter storm and partnering with a celebrated nonprofit for a true home court advantage.
Known as the New England Anchors during its tenuous first year (2016-17) in the revamped ABA basketball league, the team will re-introduce itself next season as the Worcester 78’s — a tribute to the Blizzard of ’78 — in an attempt to make a nostalgic connection across the region while also better defining, team officials believe, its market for supporters and fans.
“It didn’t make a lot of sense to have a New England-based brand without any real ties to Worcester where we play,” owner and president Tom Marino said in a recent interview. “With this change, we are sending the message that we are here and we aren’t planning on going anywhere.”
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