In a effort to present a nation which is proudly united behind our sporting talent and where every child is hooked on sport for life the SCW aim to state the case for sport at the highest levels. Much work needs to be done to make sure that the sports sector in Wales can confidently and passionately communicate its work and achievements. This is a particular priority area for us as an organisation.

Over recent months, SCW have been gauging partners’ perceptions of their work; something which has informed a review of the organisation’s brand. The review encouraged us to better define our aspirations for sport and present these in a more compelling way.

As such, we are soon to be renamed Sport Wales.

Sport Wales can not only serve as a dynamic brand for our organisation but also the work of the sports sector as a whole. It reflects the need to position Wales as a country known for its sport, where it is a natural part of everyone’s lives, and where we can continue to build a nation of champions.

Sport Wales will be championing sport as an activity for all, and its impact on health, education, community cohesion, tourism and the economy. Without the drive and innovative delivery of our partners, this ambition cannot be realised.

Sport Wales is a brand for us all.