Our brand has always been shaped by the environments we work in: live sport, live events, and moments that only happen once. Over time, it’s been defined by hundreds of broadcasts, countless venues, and the trust of partners who rely on us to deliver consistently and professionally.

As we look ahead, we’ve taken the opportunity to refine our visual identity.

The updated logo is a considered evolution of what’s come before. It retains the recognisable elements of our existing mark, while introducing a cleaner, more contemporary execution. That balance matters to us. It reflects the history built under the My Sport Live name, while creating a modern foundation for where we’re heading next.

This refreshed identity gives us greater flexibility across broadcast graphics, digital platforms, and emerging formats. It’s designed to work just as comfortably on a live scoreboard overlay as it does on a website, social content, or future products still in development.

As this update rolls out across our broadcasts, graphics, website, and social channels, it’s a moment to acknowledge the scale of work delivered under this banner. The events covered, the communities supported, and the teams involved. It’s also a moment to look forward to what comes next.

This is simply the next step in building a platform for grassroots sport. My Sport Live, for all sport.

The work continues.
The standard remains the same.