Rebranding for university sports

Langley's Trinity Western University now competes under U Sports banner

The CIS is no more.

Canadian Interuniversity Sport, which has been in place since 2001, has been rebranded as U Sports.

The announcement was made on Oct. 20.

“This is a landmark day for us. Effective today, we are U Sports,” said Graham Brown, the CEO of U Sports. “This is an important step towards a total transformation of our organization which started almost a year ago.

“Although the mission and the passion remain the same, the new brand will shine the spotlight on our dedicated student-athletes at our 56 universities across the country. Today’s announcement also aims to create a massive change in the way university sports are consumed in a fast-changing digital era.”

The Trinity Western Spartans soccer, volleyball, basketball, cross-country and track and field teams all compete at the U Sports level.

There are more than 12,000 student-athletes and 500 coaches from 56 universities vying for 21 national championships in a dozen different sports.

The U Sports brand was created by the firm of Hulse & Durrell, which has put together numerous brand launches over the years, including the Canadian Olympic Committee, Swimming Canada, Curling Canada and most recently Equestrian Canada.


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