The aim of this comparative study is to examine and account for factors that make a successful sports club in men’s ice hockey and football at the Swedish elite level out of a brand perspective. To achieve this, a brand theory has been used and has also worked as a foundation for interviews with representatives of clubs from the top Swedish ice hockey league, SHL, as well as the top Swedish football league, Allsvenskan. A survey has also been issued to supporters to get a view of both side’s perspectives. The results show that team success on the field is considered the most important factor that makes a sports club successful. The conclusion also offers other factors that can contribute to a club’s brand equity. What determines a successful club should be decided by how well they accomplish good results within several different fields of the organisation. Therefore, a club's brand reaches further than what happens on the field.