Global Sport Group

The Problem:

In 2025, Six Nations, La Liga and WTA investors CVC Capital Partners formed a $14bn entity with a focus on the sporting sector, understood to be the largest of its kind. Weeks before launch, the investment platform was in much need of a name and a graphic identity.

The Story:

After an initial briefing and brand session, we set about researching the leagues, competition and possible investment partners. Every name option was rigorously checked against global competitors, trademark issues and other trading entities. Options were generated and submitted under categories – creative, corporate, modern, heritage, energy. We landed on Global Sport Group – it felt trusted, corporate and fitting for an organisation of its size.

Then we gave the brand a bold graphic identity, focusing on the sports themselves, using dot matrix patterns and gradients to mimic movement and imply energy. The core logo comprises a hard and soft arrow, symbolising progression and development.

This is mimicked by a series of duotone graphics, combining athletes (in sharp focus) with dot matrix shapes to relate back to the logo and emphasise dynamic and continuity. Key lines copy those found on sports pitches and courts to hold and frame graphics and text and complete a series of designs that ooze originality.

The Result:

The resulting brand comprised of a number of presentation templates, a pack of flexible assets, and brand devices, films, animations and a simple website. It is bold, striking and memorable. All assets were delivered ahead of schedule, and the brand was successfully launched to market on 10th October by CEO and former BT Sport and EE chair, Marc Allera, attracting huge press interest.