After 30 years, the Ultimate Players Association (UPA) is going for a bold new look and name. Yesterday, the headquarters announced that they would rebrand as USA Ultimate. According to the press release from the new site, the new brand would be the cornerstone for future growth. They feel that the new identity would, “communicates the role of the organization, aligning it with most other U.S. Olympic and Pan American sport governing bodies.
The group wants to reassure people that the focus of the company has not changed it still promotes the core mission components and will continue to provide the highest level of customer service to its members.
According to the video from CEO Tom Crawford the main reason for the renaming of the company was because of the confusion that was being created. The company has a magazine and sponsors teams that are called USA Ultimate where as the company remained being called UPA.
Ultimate was recently named the fastest growing sport according to Sporting Goods Manufacturer Association, and it has a rich history of being a player-driven game. So the company has decided to redesign the Web site in hopes of drawing in more people. According to the e-mail the company sent out to all current members after the release the new site has a photo gallery, videos, a calendar, polls and message boards. All of these are working toward building an interactive environment with all of their members.
Recap: The UPA has changed their name to USA Ultimate. The change has been made to build an interactive environment with all of the members. They also hope that the new site will help raise the profile of National Governing Body for the sport of Ultimate.
Wednesday, May 26, 2010
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