worLd lAcrosse launcHes new bRand at sportaccord 2019
The International Federation of lacrosse made the most of SportAccord 2019 on Monday by announcing a full rebrand and name change to World Lacrosse.
The GAISF Member, and formerly the Federation of International Lacrosse (FIL), World Lacrosse has undergone a complete transformation, changing its name and logo, as well as revamping its digital presence with a .sport domain.
The new identity is the result of 18 months’ hard work by the federation, which was also provisionally recognised by the International Olympic Committee (IOC) in November 2018.
“It’s a very exciting time for our sport,” World Lacrosse Chief Brand and Communications Officer Darryl Siebel said following the launch on Monday. “We’ve undergone some important changes in the last 18 months or so. Last autumn our membership approved a new strategic plan for the federation, and one of the priorities was the development of a new brand.
“It was particularly important for us to do this off the back of gaining provisional recognition from the IOC in November. This was a transformational moment for us as an organisation.
“But that’s not where we stop. While we’re honoured to have that recognition, we also see it as a challenge. It represents a confidence in us from the IOC, but also a challenge to work even harder to develop global participation in lacrosse.”
Siebel also praised the role of GAISF in the growth of World Lacrosse.
“We are very proud of our GAISF membership,” he said. “GAISF has been an incredible resource for us; whether it is sharing best practices, guidance on how to grow properly and effectively, or learning from our fellow Members. Being a part of this organisation has been hugely important to lacrosse and we continue to learn a great deal from our partners in the organisation.
“GAISF also helps us to anticipate what is next for sport more generally. There is so much happening in the world that impacts the work that International Federations do, and to be part of an organisation that can collectively study those opportunities and work together to find solutions is really important and beneficial.”
World Lacrosse joins over one hundred International Federations and sports stakeholders in securing a .sport domain.
“This is the right time. We’re introducing a new name, a new brand, a new logo; it was the right time to move to .sport.
“We’ve looked at what other leading International Federations are doing and certainly we’re seeing a move towards .sport as a domain. We pride ourselves on being innovative and we felt adopting .sport fit right in to that profile.”
GAISF Director Philippe Gueisbuhler congratulated World Lacrosse on its provisional Olympic recognition and its brand development.
“World Lacrosse has been working hard with GAISF over the last two years and I am delighted that they have achieved provisional IOC recognition.
“Part of GAISF’s mission is to support and promote its Members, and we are proud to partner with World Lacrosse on their new .sport domain. It is a perfect accompaniment to their new identity and the organisation’s innovative vision for the future.”
To find out more about .sport and reserve a unique top-level domain today, visit https://start.sport/.
For more information on World Lacrosse, visit https://worldlacrosse.sport/.