SportExcel UK is revealed as the new name and brand for the UK Sports Association. Marking a milestone in the charities history and evolution, this is the first significant name change since its inception in 1980.
The work to refresh and refocus the organisations priorities and modernise its brand began early 2022, with consultation with some athletes from across the UK and from a variety of sports. Achieving a dynamic, credible and modern brand was at the forefront of athlete feedback, whilst being representative of athletes and having a very clear performance and British focus was key.
Paralympic medallist (athletics shot put), Sabrina Fortune said “I am proud to support SportExcel UK. My words to describe this new brand are artistic, inspiring and professional.”
Chris Bradley, 2022 Champion, Virtus Para Dressage said “I am excited to be part of SportExcel UK because I love my sport and SportExcel UK is helping me to achieve my dreams. The new brand is positive, exciting and inspiring. Thank you SportExcel UK!”
British international table tennis player, and Athlete Ambassador, Adam Thompson said “I’m excited to be part of the SportExcel UK launch. The work they do is unbelievable for people with learning disabilities, and they also help me get my voice heard.”
“Enable, Excellence and a disability sport identity was an important part of considering how to re-brand as this came through strongly from the athletes involved” said Tracey McCillen, Chief Executive SportExcel UK.
McCillen continues “Athletes wanted the brand to be their voice, showcase their achievements for Britain, but also have a strong and modern feel. With their help, I think we have achieved this. I’m really excited to see what the future holds for athletes with SportExcel UK as we continue to enable excellence in disability sport”
Genevieve Gordon-Thomson, Chair, SportExcel UK said ‘The purpose of rebranding for any organisation can be expressed simply as a facelift for that organisation, a refresh or whole new identity. For us, it means much more than that.”
Gordon-Thomson continues “We have a new logo with our important identity of red, white and blue remaining and the inclusion of an all-new strap line stating with clarity the work of the organisation. Sport Excel UK, through the rebrand process, now demonstrates clearly and with ease, the real purpose of the organisation.”
SportExcel UK is the new name for the UK Sports Association. Sport Excel UK is the only national disability sports and umbrella body in the UK for sport and people with learning disability, down syndrome and autism focusing on elite and high performance sport.
SportExcel UK promotes, supports and facilitates talented sports people in the UK to train, compete and excel in national and international sport. SportExcel UK is the only official Great Britain member of Virtus (formerly Inas), is a member of the British Paralympic Association and is the body responsible for the management of the eligibility and classification system across the UK. SportExcel UK manages GB Teams to Virtus events and provides a voice for athletes with intellectual impairment in sport.