Marketing and branding are a little easier when your name is more closely aligned with what you do.
After seven years online as NAXCOM.com, the southern California-based company is changing the name of its online sports collectibles marketplace to SportsBuy.com (www.sportsbuy.com).
"The name change complements our position as the largest dedicated exchange for sports collectibles. This is just the first step in a complete overhaul of our company’s online presence," said SportsBuy.com’s new CEO Wesley Hein. "Over the next few months we will undergo a comprehensive technological upgrade involving new infrastructure, new features and a newly designed interface," added Hein.
The company will retain NAXCOM Exchange, Inc. as its corporate name and continues to operate ThePit.com, which was acquired from Topps, Inc. in 2006. Utilizing a name that helps identify a company with its product or service is usually one of the first rules of marketing and brand identity and there’s little doubt SportsBuy might be less confusing and more identifiable to potential new customers than NAXCOM.
SportsBuy.com will continue to offer buying and selling of sports cards online and maintain its auction presence as well.
"Our name change reflects our promise to continue providing collectors and dealers with the best tools available for buying and selling sports cards and collectibles," said SportsBuy.com’s VP/Marketing Bill Elder.
In addition to hiring a new CEO, the company recently repurchased of a majority of the company’s stock back from Landmark Communications (owner of The Weather Channel), launched its Express Lister bulk upload system and a claimed a record-breaking sales quarter.