By Ben Waldman
The CIS announced it will now be known as U Sports as part of a rebranding campaign launched Thursday afternoon.
As part of the campaign, the organization unveiled new logos, websites and advertisements that appear designed to widen the appeal of Canadian university sports.
For years, the CIS has gone largely underappreciated, with relatively low popularity among the general public. This rebranding, according to the official website, aims to change that by giving university sports “the visibility, appreciation and reward they deserve.”
Graham Brown, the CEO of U Sports, acknowledged that the National Collegiate Athletic Association— the American university sports governing body— can be an obstacle for the growth of collegiate sports in Canada.
“What I am challenged with is the young athletes decide to go to the NCAA to programs that are inferior to our program,” Brown said in an official U Sports video. “There’s a perception that the quality of our program is not there when in fact our programming is in some cases superior.”