The International Gymnastics Federation -FIG- announced on Monday its official change of name to World Gymnastics, a decision that marks a turning point in the institutional identity of one of the world’s most widely practised sports. The rebrand introduces a new logo, a renewed visual identity and a discipline-based brand architecture at a time when gymnastics is seeking to strengthen its global visibility, accessibility and projection.
With 165 member federations and millions of athletes and fans worldwide, the organisation presented this change as a structural transformation. Its president, Morinari Watanabe, explained: “World Gymnastics represents our mission with clarity and purpose. This change goes far beyond an image. It is a promise to elevate our sport and expand access to gymnastics worldwide”.
From historic acronyms to global brands
The move by World Gymnastics fits into a broader trend within international sport. In 2019, the former IAAF officially became World Athletics; in 2022, FINA was rebranded as World Aquatics; and in 2026 the ITF is scheduled to complete its transition to World Tennis. According to institutional counts published in 2024, at least 17 Olympic federations already include the word “World” in their official name.
This shift responds to the need to simplify brands historically built around acronyms that are often opaque to the general public, to reinforce international positioning and to facilitate connection with new audiences, particularly younger generations. The “World” designation places the sport clearly and directly in a global context, without semantic mediation. It also follows a commercial logic, as a simplified and unified identity supports sponsor activation, audiovisual marketing and expansion into new markets. In recent years, several federations adopting this format have strengthened their presence on digital platforms, social media and direct-to-consumer content distribution systems.
The advance of the “World + sport” format reflects a reconfiguration of the institutional language of international sport, increasingly oriented towards brand value, global audiences and direct communication. This strategy seeks to lower entry barriers, enhance the commercial value of sports properties and reinforce their media presence in a highly competitive environment.
What World Gymnastics aims to achieve with its new identity
The name change is accompanied by a complete reorganisation of the federation’s visual structure. World Gymnastics will roll out eight discipline-specific brands: Gymnastics for All, Men’s Artistic, Women’s Artistic, Rhythmic, Trampoline & Tumbling, Acrobatics, Aerobics and Parkour, each with its own visual identity designed to reinforce personality and reach.
The federation has identified as strategic priorities the strengthening of athlete visibility, the enhancement of the fan experience, the expansion of global participation and greater clarity in development pathways across all disciplines. “Our new discipline brands give our entire community a stronger platform to shine, grow and connect”, stated Morinari Watanabe.
The symbolic weight of a global brand
Moving from a historic acronym to a global denomination also requires a gradual re-education of the public, particularly in markets where the traditional initials were deeply established. The experience of other federations shows that these transitions require several cycles to fully settle within the sports ecosystem.
The case of World Gymnastics adds a strong symbolic layer to this trend, as it involves one of the sports with the widest diversity of disciplines, consistent Olympic presence and one of the largest global participation bases. The federation has explicitly placed the athlete at the centre of its visual identity, highlighting values such as movement, unity and expression.
“Gymnastics is one of the most inspiring and expressive sports in the world. World Gymnastics captures that energy while strengthening our global foundation for future generations”, concluded Morinari Watanabe at the presentation of the new brand.
