CONCACAF considering new name, logo to rebrand after 'toxic' past
CONCACAF may soon have a new name and look. The confederation's recently elected president Victor Montagliani said that they are considering a rebrand.
"We're going to go through an exhaustive process in terms of both brand, just the logo itself, and if you are going to look at the logo you might as well look at the name as well," Montagliani told Reuters.
The confederation has been tarnished in recent years by repeated investigations by the U.S. Justice Department and FIFA into years of corruption by CONCACAF's top officers. CONCACAF's last five presidents have all been indicted by the Justice Department and/or banned by FIFA for corruption and several other members of the confederation have been implicated as well.
Montagliani, the president of the Canada Soccer Association, was elected CONCACAF president in May and has been very open about the need to reform the confederation because of its past. A rebrand could be part of that.
"Is it (the name) conducive to the brand, do we need to change so it's a little bit more slick?," Montagliani said at the Leaders sport business conference at Chelsea's Stamford Bridge ground.
"Obviously there has been some toxic waste there," he added. "But it's more looking forward ..."
With it's complicated name, and the fact that it doesn't represent a single continent like every other FIFA confederation, people are often unclear what it stands for and what it does. When they do know, now they often think of the corruption that landed the confederation in headlines over the last few years. A rebrand could help with that, although it's obviously not as important as actually eliminating corruption from the confederation, which Montagliani has said is his primary focus.
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