World Lacrosse announces new identity in bid for Olympic inclusion

The Federation of International Lacrosse has rebranded itself as World Lacrosse as it continues to push for inclusion on the Olympic programme.

The announcement was made during the SportAccord Convention, currently taking place on the Gold Coast in Queensland, Australia.

World Lacrosse also revealed a new logo and website, at worldlacrosse.sport, taking advantage of the newly-available top-level .sport domains.

It also announced a new brand platform, which chief executive Jim Scherr said would “provide stakeholders across the sport with a powerful set of tools and resources to work together” for the improvement of the game.

Lacrosse is pushing to be included on the Olympic programme for the 2024 Games in Paris. Its last appearance on the programme was at the 1908 Games in London. 

Last year, the International Olympic Committee granted lacrosse provisional recognition, boosting its chances of acceptance onto the programme at some point – whether in 2024 or beyond. The IOC will vote on new sports at its 134th Session in September of this year, with final approval to be confirmed in December 2020.

The move echoes similar rebrands undertaken by the likes of World Rugby, World Sailing and World Taekwondo in recent years.