New South Wales Institute of Sport Launches New Brand Identity Ahead of Brisbane 2032 Games

The New South Wales Institute of Sport (NSWIS) has officially unveiled a comprehensive brand identity, marking a new chapter for one of Australia’s premier high-performance sporting institutions.

For more than three decades, NSWIS has supported Australian athletes achieving success across Olympic, Paralympic, and World Championship competitions, while continually modernising its operational framework.

The visual rebrand replaces the institute’s long-standing logo, establishing a modernized brand identity designed to lead into the Brisbane 2032 Olympic and Paralympic Games era.

The new brand identity directly aligns with the institute’s recently launched strategic plan, titled NSWIS Strategic Plan 2032+ Perform. Thrive. Inspire., which maps out NSWIS’s high-performance objectives, athlete welfare programs, and community engagement models over the next decade.

Outlining the organisational ambition behind the visual identity, NSWIS CEO, Kirsten Thomson OLY, said: “This is much more than a new logo.”

“It is a statement about our future and our ambition to build a world-leading sporting institute that enables athletes to perform at their best, thrive as people and inspire communities across New South Wales.

“As we look towards 2032 and beyond, Australia’s high performance system has a unique opportunity to shape the future of sport.

“Our new brand reflects our ambition, our readiness for what lies ahead and our commitment to working with athletes, coaches, sports and partners to achieve lasting success,” Thomson said. 

Welcoming the new identity during the annual NSWIS Awards event, Olympian, broadcaster, and NSWIS alumnus and board member, Matt Shirvington OLY, added: “This is the logo athletes will wear on their chest, staff and coaches will wear with pride, and one that represents far more than a few letters.”

“It carries a legacy and the responsibility to build what comes next,” Shirvington said. 

Developed to balance historical legacy with future ambition, the brand will feature across all official NSWIS high-performance apparel, coaching uniforms, digital channels, and regional facility networks.

The launch coincides with a strategic push within Australia’s high-performance sporting system to capitalise on the home Brisbane 2032 Games to build sustainable long-term athletic success.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.