Challenger Sports, the largest soccer camps provider in North America and Canada, is widely recognized for supplying over 30 years of coaching experience to young people across the United States. Challenger Sports runs soccer camps, clinics, tournaments, tours and provides uniforms to tens of thousands of organizations and hundreds of thousands of players, with a strong presence in the USA, Canada, Brazil, India and throughout the UK. Since 2019, after its merger with Denver-based technology company TopYa!, the organization has become a SaaS (Software as a Service) business, entering a new stage of its evolution. Today, Challenger Sports announces a brand refresh to reflect the company’s growth and its increased offering of products and services.
Paul Lawrence, Chief Executive Officer of Challenger Sports, commented: “Challenger Sports has remained at the forefront of providing excellent, quality sporting solutions for all our customers and clients from camps, to team wear, to our more recent virtual and technology services. Now, more than ever, as Challenger Sports grows it is important that we tell our story and demonstrate to our customers and stakeholders what we do, why we matter, and where we aim to be in the future.”
“We are making a concerted effort to modernise our strategic approach from what we offer to how we offer it, and part of our journey is ensuring our brand communicates the breadth of our services while maintaining our respected and trusted heritage. The whole Challenger Sports family are positive that the launch of our new brand will mark the beginning of a successful next chapter in the growth and impact of our work.”
The rapid progress of Challenger Sports provided an opportunity to be clear about what sets the organization apart, particularly in a competitive marketplace, and to emphasise its position as a major player within the sport and technology sectors.
Chris Sharman, Chief Brand Officer for Challenger Sports, noted: “Our vision has been to methodically build and enhance our talent, capabilities and assets to address the requirements of customers and clients in one place. We are a diverse and multiplex entity, with several divisions and brands which sit under the Challenger Sports umbrella. With this rebrand, we are now unifying all those assets behind a clear, clean and revitalized brand structure.”
“The requirement to be able to communicate effectively and with confidence promoted the need for the rebrand; alongside celebrating the established divisions within the business. The new brand encompasses our personality and the visual and verbal identity of the organization, including a modernized new Challenger Sports logo and supplementary divisional logos.”
Stephen Melton, Director of Marketing for Challenger Sports, added, “We have the unique in-house capabilities to make useful connections that bond people to brands. As an organization we have invested heavily in our marketing talent. The skills in our team range from design and print; web and UX; to digital marketing; social media and content; animation; and video production to name but a few. Our ability to combine strengths and agility mean we are primed to define Challenger Sports in a new space and era, as that all-encompassing sports solution and distinguished global brand.”
Furthermore, in order to link all of its brands and divisions, Challenger Sports will undergo a top-to-bottom redesign of the company’s websites and visual communications over the coming year, which will utilize the new brand structure with simple, bold logos and graphics to convey its solutions in a transparent and user-friendly way.