LAUSANNE: The International Association of Athletics Federations is now officially World Athletics, a statement said.
“We’re now World Athletics,” the sport’s international governing body said on its website. “Welcome to the new World Athletics website, the place to come for all things about our wonderful sport. We’ll be bringing you new features about athletes and the sport, as well as making it easier to find the things we know you love.”
The change in name and branding was announced in June after the IAAF Council approved the global governing body’s new name and logo at the 217th IAAF Council Meeting.
World Athletics builds upon the organisation’s restructuring and governance reform agenda of the past four years to represent a “modern, more creative and positive face for the sport”. The new brand, the Council had then said, makes the sport more accessible to a wider audience while giving the global governing body the opportunity to more clearly communicate its mission as the leader of the world’s most participatory sport.
The new brand identity began its initial rollout last month after the IAAF World Athletics Championships Doha 2019 and following Congress’s approval of the change to the Federation’s legal name.
The rebrand process began in January 2018 when the IAAF invited five global brand and marketing agencies to respond to the brief outlining the rebrand concept.
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