“Our sport is incredible fast and dramatic and every day we see players competing from elite level internationally to domestically within our national leagues. They are joined by players new to the game, making new friends in our clubs up and down the country. We are so proud of our sport, but the old identity for British Wheelchair Basketball no longer worked in today’s world. As a sport we are almost unrecognisable from where we were twenty years ago. We wanted the new brand to fundamentally represent us, unique to British Wheelchair Basketball and our stakeholders. The new brand identity is brave and will undoubtedly challenge current perceptions of the sport. Every facet of the brand’s delivery now lives and breathes the sports’ dynamic DNA. With our brand partner Arch Creative, we have taken a close look at ourselves and our sport and have created a brand hierarchy and identity which will evolve with us. I am very proud to say that Together We Are British Wheelchair Basketball.”