U Sports Has Arrived

Canadian university sports have come of age over the past 110 storied years. Now, we track the future under a bold new name: U Sports. One title, instantly recognizable and identical in both French and English, with one goal: To give our student-athletes and national championships the visibility, appreciation and reward they deserve.

Like CIAU and CIS, U Sports will continue its role as the leader of university sports in Canada. But we are becoming much more. The U Sports brand aims to create a massive change in the way Canadians see university sports in the digital era. Our commitment is to revitalize our place in the national sport conversation by using every technology possible to highlight, celebrate, and present the accomplishments of these remarkable young individuals who pursue the toughest double major of all. Full-time scholar and full-time athlete.

It is a transformation that began nearly a year ago with new leadership and a new vision. Now comes our new name, new brand, new mark, and soon, a new website—usports.ca—where student-athletes, fans, media and partners will find everything they need.

It’s a big job in a big country. After all, we represent fifty-six universities, twelve thousand student-athletes, seventy-seven hundred games and events per year… and millions of stories.

It all comes together under one brand: U Sports.

About U Sports 

Fifty-six universities. Twelve-thousand student-athletes. Five-hundred coaches. Seventy-seven hundred games & events per year including twenty-one national championships. They all come together under one brand: U Sports.
About Hulse & Durrell 

Hulse & Durrell is a Vancouver-based design firm that develops brands, products and films for values-driven organizations around the world.