CIS rebrands as U Sports

TORONTO — Instantly recognizable, identical in French and English, and appealing to a younger demographic.

The governing body of Canadian university sport has rebranded as “U Sports” with those aims in mind, marking the organization’s fourth name in its 110-year history. The new name replaces Canadian Interuniversity Sport (CIS), itself the successor to the Canadian Interuniversity Athletic Union (CIAU).

“Today’s announcement aims to create a massive change in the way university sports are consumed in a fast-changing digital era,” said CEO Graham Brown.

The new name comes with a new logo – a red maple leaf and the word “SPORTS” inside a “U” in block letters – that was inspired by the bold letters found on university athletic logos, varsity jackets and jerseys.

The rebrand is part of Brown’s plan to leverage the university sports product – and its attractive young market for sponsors.

The 18-24 audience is “a demographic incredibly hard to access,” according to Brown. It requires a different strategy which he hopes the new brand will facilitate.

Brown says it was a challenge to get everyone to buy into a rebrand aimed at the next generation – including high schoolers making the transition to student-athletes.

“Our next campaign is totally focused on high school athletics,” he said.

He believes Canadian universities can deliver the young audience, from rural campuses to big cities. Research shows that 916,000 people, mostly students, go through athletic facilities every week at the 56 schools, be it to work out, play intramural sports or to watch varsity sports.

There is also the alumni component.

Brown has targeted the banking, telecom, auto, professional services, and technology sectors for national sponsorship, while leaving plenty of room for regional deals.

The national sponsorship money will be reinvested in league and championships.

The University of Northern British Columbia has soccer and basketball teams in the league.