UM Today UM Today University of Manitoba UM Today UM Today UM Today
News from
Faculty of Kinesiology and Recreation Management
UM Today Network

Bison Sports proud to be part of unveiling of U Sports brand

New name, new logo and new brand: U Sports unveiled to the nation

October 21, 2016 — 

A new name, a new logo and new branding will take Canada’s governing body for university sport into the future.

U Sports is the new name and brand for the organization, replacing Canadian Interuniversity Sport (CIS), which had been in place since 2001. U, as in United. Unbeatable. Unsurpassed. Undaunted. Unrelenting. One title, instantly recognizable and identical in both French and English.

As well, a new, simple and elegant logo is being unveiled to wrap the 12,000 student-athletes, 500 coaches, 56 universities, 21 national championships and 12 sports into one brand. The logo was inspired by the bold, angular letterforms found on university athletics logos, varsity jackets and jerseys. The maple leaf within the new logo was evolved from a unique leaf found on an old CIAU (Canadian Interuniversity Athletic Union) letterhead from the 1980s.

“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 University of Manitoba Bisons are excited about contributing towards the success of Canadian university sports and our future in U Sports, “ stated Gene Muller, Director of Athletics and Recreation in the Faculty of Kinesiology & Recreation Management.

U Sports will become the brand of record for university sport in this country, covering all aspects of the sport with comprehensive guidelines that align the brand with U Sports’ extensive network of partners, sponsors, broadcasters and stakeholders. The new name and look also will apply to a myriad of other branded assets that include but are not limited to U Sports’ national championships, merchandise and marketing materials.

CIAU Central was the first name of Canada’s university sport’s governing body in 1906. The Canadian Interuniversity Athletic Union name was established in 1961. In June 2001, the membership of the CIAU voted to change the name and logo of the organization to Canadian Interuniversity Sport (CIS).

About U Sports
U Sports is the national brand for University Sports in Canada. Every year, over 12,000 student-athletes and 500 coaches from 56 universities vie for 21 national championships in 12 different sports. U Sports also provides higher performance international opportunities for Canadian student-athletes at Winter and Summer Universiades, as well as numerous world university championships. For further information, visit or follow us on:

Twitter: @usportsca
Facebook: @usportscanada
Instagram: @usportsc




© University of Manitoba • Winnipeg, Manitoba • Canada • R3T 2N2

Emergency: 204-474-9341