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Ontario Soccer – A new look for the provincial body to be more than just a facelift

March 1, 2017

Vaughan, ON – A new look, a new name and a new direction was announced by Ontario’s provincial soccer body today.

Ontario Soccer is the new name and brand for the organization, replacing Ontario Soccer Association, and it’s meant to signal a fresh start for the game of soccer in Ontario.

As well, a new simple and modern logo was unveiled to the over 380,000 players, 70,000 coaches, 10,000 match officials and 25,000 administrators.

“The re-branding of our organization was one of the top priorities of our new strategic plan,” said Johnny Misley, Executive Director of Ontario Soccer. “We spent all of 2016 working with membership surveys and focus groups to help us better understand our brand’s past, present and with a more important look into the future. The new brand of Ontario Soccer allows us to be more relevant and current to our membership and the general public who are valued fans of the game.”

Combining modern and sleek design elements, with a nod to the organization’s long-standing heritage, the primary logo is the new face of Ontario Soccer.

The five outer rings create a contemporary soccer ball shape, representing Ontario Soccer’s five most important stakeholder groups: Players, Coaches, Match Officials, Volunteers and Administrators.

The inner three shapes, celebrating the mantra of Play, Inspire and Unite, create an Ontario trillium at the very centre of the mark.

Play is about making the beautiful game accessible, fun and meaningful for all who try it.

As thought leaders and experts in the progression of soccer development, Ontario Soccer also aims to Inspire Ontario’s best who aspire for more.

All in all, the game of soccer is the common thread that links and Unite us as one.

The new Ontario Soccer brand was a collaborative effort between the Ontario Soccer Board of Directors, Staff and the Brandfire agency, which has worked with some of Canada’s most trusted brands over the years.

“With the sport of soccer seeing a resurgence and knowing its role as the game with the highest participation in Canada’s biggest market, we were honoured to be involved in the rebrand to ‘Ontario Soccer,’” said Rob Levy, President and Founder of Brandfire. “We hope that the new visual identity & positioning sends a distinct signal to the entire soccer marketplace that Ontario Soccer will be seen as a leader to the sport and its players for generations to come.”

Ontario Soccer will now become the brand of record for the development of soccer in Ontario, which covers all aspects of the sport including: players, coaches, match officials and administrators. 

“We are very proud of our rich soccer heritage and our provinces’ contributions to our national governing body, Canada Soccer, said Ron Smale, President of Ontario Soccer and Chair of the Board of Directors. “The game of soccer in Ontario has changed significantly, especially in the past 30 years so a rebrand of our organization was needed and is one of many enhancements coming to ultimately improve the participant experience in our great game”  

Beginning today, the organization’s website, which can be found at, has been re-launched by SportsEngine, the Ontario Soccer official technology partner, and features a fresh new look that reflects the more modern approach. 

The Ontario Soccer social media channels have also been updated and now reflect the brand’s desire to be the sport of choice to Ontarians. Twitter: @OntarioIsSoccer Facebook: @OntarioIsSoccer YouTube: Ontario Soccer and Instagram: @Ontario_Soccer

The Ontario Soccer Centre has also received a face-lift and will continue to undergo changes in the weeks ahead.

About Ontario Soccer

Founded in 1901, Ontario Soccer is the largest provincial sports organization in Canada. Its members include more than 650 Clubs servicing over 24,000 teams with 380,000 registered players, 70,000 coaches and managers, and 10,000 match officials. Ontario Soccer develops and delivers exceptional and sustainable programs and services throughout Ontario with the mission of providing leadership and support for the advancement of soccer in collaboration and cooperation with our membership, partners and other stakeholders. Ontario Soccer also operates League1 Ontario, a provincial professional-amateur men’s and women’s league as well as the Ontario Player Development League (OPDL).

About Brandfire

Founded in 2006, BrandFire is a 35-person, extremely exciting and passionate fully-integrated marketing agency. With four core areas of expertise – (1) shopper / retail marketing, (2) brand activation, (3) advertising, and (4) brand development / planning – Brandfire considers their secret weapon is they are not defined as a traditional agency. Instead, Brandfire considers itself to be a group of people with a strong sense of shared values, which are founded around a culture of Curiosity, Collaboration, Camaraderie, Commitment, Creativity and Courage.  Visit us at