Provincial sport agency unveils new brand
Vancouver, B.C. (September 20, 2012): The not-for-profit organization responsible for amateur sport in British Columbia unveiled its new brand, viaSport, as a legacy of the 2010 Olympic and Paralympic Winter Games. Formerly the BC Sport Agency, viaSport provides strategic leadership to B.C.’s sport sector to increase sport participation and improve sport delivery across the province.
“Our new name, viaSport, reflects our philosophy that sport is a powerful agent of positive change, for our families, our communities and our province,” explained Scott Ackles, chief executive officer, viaSport. “ViaSport reminds us that through sport, we learn, grow, gain confidence, and build life skills. Through sport, we become better.”
The BC Sport Agency was established in November 2011 to expand on the sport and healthy living work of 2010 Legacies Now, which leveraged the 2010 Winter Games to create sport and healthy living legacies in B.C. communities. The organization was formed with strategic guidance and input from the sport sector to create a unified voice for sport in B.C. ViaSport aims to form strategic partnerships, improve financial sustainability, and increase the efficiency of sport delivery in B.C.
“Sport has been a big part of my life since I was a kid,” said Bill Bennett, Minister of Community, Sport and Cultural Development. “It’s really helped shape who I am today, and I know that’s the case for many, many other British Columbians as well. Our government’s financial support of viaSport is an example of our commitment to ensuring sport is accessible and affordable for BC families.”
Moray Keith, viaSport chair, is confident that the organization will change lives. “We believe in the transformative power of sport, and the viaSport brand conveys our commitment to using sport as a force for positive change to unite and energize communities throughout B.C.”
The viaSport logo features overlapping coloured circles, which represent how B.C.’s spectrum of sports work together to create a continuum of activity for people of all ages and abilities. The logo also features a play button, which conveys a call to action inviting everyone to participate in sport and physical activity.
ViaSport was established with support from the Province of British Columbia, through the Ministry of Community, Sport and Cultural Development. Visit www.viasport.ca for more information.