Team Canada - 2022 Commonwealth Games Birmingham, England

COMMONWEALTH GAMES CANADA ANNOUNCES NEW BRAND

Every year, the second Monday in March is Commonwealth Day, a day which commemorates and celebrates the Commonwealth of Nations. As leader of the Commonwealth sport movement, and in honour of today, Commonwealth Games Association of Canada is proud to introduce its new brand: Commonwealth Sport Canada (CSC)!

Following in the footsteps of the Commonwealth Games Federation, which launched its new brand at its General Assembly in Rwanda in September 2019, CGC has chosen to rebrand to better reflect its mission and scope of operations as well as reflecting the true, broader scope of the global Commonwealth sport movement beyond the Commonwealth Games.

In addition to the new name, CSC is also introducing its new Mark; the new CSC logo links to the international federation by incorporating the three "Victory Marks" that celebrate the Commonwealth sport movement’s three values: Humanity, Equality and Destiny.

"We have always been about much more than Games,” said Richard Powers, President of CSC,” and so this new brand is a stronger reflection of who we are. While working with Canada’s sport community to prepare for and participate at the Commonwealth Games is an important component of our mission, we are also leaders in the “sport for development” area and focused on building communities through sport. This includes championing the work and impact of Commonwealth sport, and sport for development, that is achieved every day across Canada, and abroad, through Commonwealth Sport Canada's valued and unique programs and services.”

The Commonwealth Games Federation (CGF) launched its “Transformation 2022 Refresh” and new Commonwealth Sport Brand in September 2019. The refresh commits the movement to focusing on delivering inspirational sporting moments, nurturing a powerful sporting movement and activating transformational partnership.

It also establishes a new strategic priority focusing on the Movement’s ambition to “Realise Collective Impact” - focused on athletes and sport for social change – a defining differentiator for the Commonwealth Sport Movement. See more on this at: CGF launch Transformation 2022 Refresh.

CGF CEO David Grevemberg CBE said: “The Transformation 2022 Refresh will ensure the Commonwealth Sports Movement is in the best possible position to capitalise on the opportunities and mitigate possible risks that lie ahead in a rapidly changing world.  It is an important time to galvanise and drive the positive impact of sport on society which is why we have updated and launched an exciting new Commonwealth Sport Brand. It is about putting the emphasis back on our vision, our values and our athletes.”

For Commonwealth Sport Canada, this new brand is much more than a new mark and name, it also comprises a new narrative and positioning that is truly reflective of the organisation’s ambitions of growing the Commonwealth sport movement. Using the power of sport to transform lives, Commonwealth Sport Canada is truly sport with social purpose!

ABOUT COMMONWEALTH SPORT CANADA

Commonwealth Sport Canada (CSC) is the franchise holder for the Commonwealth Games and Commonwealth sport movement in Canada. CSC supports Canada’s athletes to achieve excellence at Olympic and Paralympic Games and world championships, enriches the lives of youth across the Commonwealth and hosts the Commonwealth Games. For additional information go to: www.commonwealthsport.ca.

ABOUT THE COMMONWEALTH GAMES FEDERATION

The Commonwealth Games Federation (CGF) is the organisation that is responsible for the direction and control of the Commonwealth Games, and for delivering on the vision of the Commonwealth Sports Movement: to build peaceful, sustainable and prosperous communities globally by inspiring Commonwealth Athletes to drive the impact and ambition of all Commonwealth Citizens through Sport. Headquartered in the UK, the organization works with 71 member nations and territories. www.thecgf.com