“The brand name Commonwealth Sport demonstrates a stronger, more unified purpose that resonates with our audience on a deeper level,” said CEO Katie Sadleir. “It will help us more clearly communicate our role of not only delivering the powerful platform of the Commonwealth Games, which allows us to share success and transform inspiration into impact but also championing the exceptional work that goes on across our 74 nations and territories every day.”
“We bring people together through the power of sport, reaching out across gender, disability, culture, age, and background, sharing skills and support, raising awareness and opening pathways for more to succeed in sport. This transformation enables greater collaboration, more impactful messaging, and an amplified sense of belonging for those who align with our cause,” she added.
The name ‘Commonwealth Games Federation’ will remain as the legal entity. Meanwhile, no changes will be made to the logo featuring the iconic celebration mark which has been in use for some time. The design reflects the triumphant gestures of athletes and symbolises the unity of the Commonwealth continents through sport.
The three V-shaped elements represent the Commonwealth’s values of Humanity, Equality, and Destiny. Six arms extending from these points acknowledge the regions of Africa, Asia, the Americas, the Caribbean, Europe, and Oceania. Glasgow 2026 will be the first edition of the Games to incorporate this emblem.
To accompany the name change, Commonwealth Sport launched the ‘more in common’ brand campaign, which encapsulates the Movement’s purpose and vision, bringing everyone together through sport and demonstrating unity across all 74 countries.
