Brand Launch

EuroHockey begins an exciting new era today as the first major phase of the Digital Transformation goes live with the launch of a fresh identity, brand and website.

The “single point of identity” will be at the forefront of EuroHockey’s ambitions to deliver the sport to the fast-paced and diverse sporting landscape, showcasing its vibrancy and dynamism.

The new brand is a product of extensive briefings, discussions and fine-tuning over the past year – as part of the EU-supported Erasmus+ Digital Transformation project – and sees EuroHockey adapt to a new public identity to match our sporting aspiration.

Speaking at the launch, project leader and EuroHockey Head of National Associations Tom Pedersen-Smith said to the delegates at the EuroHockey General Assembly: We are delighted to show you the conclusion of 18 months of work and consultation of the board and experts within European hockey from both small and large commercial organisations, this is how we will now appear to the outside world.

“It is always a challenge to change the identity of such a significant organisation, never more so one that has over half a century of tradition and history.

Two different design processes, multiple amendments to briefing notes, disagreements and re-work have finally created something that our board and the relevant committees are proud of. That pride is very important, it was not enough to settle on ‘it’s OK’ – we all care passionately about our sport and want an identity to stand behind and alongside.

What you will see is the essence and feeling behind the outcome. The process identified the need for a single point of identity – a simple logo that could translate across multiple elements within the business of EuroHockey.”

The new EuroHockey logo puts players at its heart, in essence a hockey stick that is easily seen and recognised while the secondary shape adds animation and movement. The wording, meanwhile, provides a unique, searchable term with instant recognition.

This new look and feel underpins the fan-focused website which went live during the brand launch, one which aims to bring our sport to the front and centre on its digital home.

“It will bring all the match elements into one place,” Simon Mason, EuroHockey board member and presenter of the new brand at the General Assembly.

“Every match matters and every game will be covered. Not on a separate platform, hidden and hard to find. Every goal, every game, every player. Identified and noticed.

The website was built by leading company Skylark who engaged with all stakeholders in the sport to address what they wanted and needed from EuroHockey’s website.

Players, spectators, volunteers and new visitors; what do they need? The site creates a solution pulled from their needs rather than pushing out a solution based on preset opinions.

“Those needs will be boldly addressed, obviously putting information at your fingertips,” said EuroHockey Director General Angus Kirkland

Each delegate at the launch received a goodie pack which contained the new brand guidelines, a document showcasing the diverse range of EuroHockey events and how it fits into the tapestry of the sport.

“Because every match matters, it is important we have a set of guides that help all our members,” Kirkland added. “So a player’s first experience of EuroHockey at U-16 Hockey5s is the same as when they progress to adult club and international events, that joyful moment when they put a medal around their neck, but still knowing and feeling that it is a EuroHockey event.

“Giving us and you, as an organisation, the ability to have a single identity and to be able to compete as nations and as a continent on the world stage for our sporting space.”

It is the culmination of a large body of the Digital Transformation work but the project continues into 2024.

The second phase will see the complete modernisation and streamlining of EuroHockey’s organisational structures via a new “platform” for our member national associations, players, partners and officials.

“What you are seeing is part of the transformation of the European Hockey Federation into EuroHockey, one which serves its public in a modern, efficient and exciting manner,” Pedersen-Smith concluded.

“We have history and tradition, knowledge and experience. Now, we are putting ourselves in a position to secure our future with a vibrant, energised identity that engages each and every one of us!”

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