Charlotte Sports Foundation Announces New Logo and Rebrand

The Charlotte Sports Foundation has announced a new logo and refreshed Charlotte Sports brand identity for the first time in its 11-year history.

The organization has its busiest year to date, starting with the Meck Mile in May and ending with the Duke’s Mayo Bowl in December, an extension of the partnership with Tepper Sports & Entertainment to host events at Bank of America Stadium, including the Duke’s Mayo Classic and Duke’s Mayo Bowl. The Duke’s Mayo Classic this fall will be between the University of Tennessee and North Carolina State on September 7.

It also last fall hosted the University of Iowa and Virginia Tech in a women’s basketball showcase game at the Spectrum Center. This spring, the 2024 ACC Baseball Championship will return to Truist Field at the home of the Triple-A Charlotte Knights.

“We are thrilled with the updated mark,” said Charlotte Sports Foundation executive director Danny Morrison. “It is distinctive, relevant and a strong representation of our mission to develop unique, large-scale sports events that positively impact the Charlotte region. We’re appreciative of the hard work from all that has gone into growing the Charlotte Sports Foundation since 2013 and are excited for the continued upward trajectory.”

To create the new identity, the foundation partnered with Luquire on a four-plus month brand evaluation and creation. The “Champions Crown” update drew inspiration from the previous logo and other sources, including the 1994 NCAA Men’s Final Four.

“We are excited with the new logo refresh created for our Charlotte Sports Foundation,” said Steve Luquire, chairman of Luquire. “It captures and highlights the broad array and high level of sports the CSF brings and supports within our region. The new “Champions Crown” has a vibrancy that is reflective of the many events initiated and supported by this incredible organization.”