Athletics World Cup Appoints Matta

Athletics World Cup has confirmed the appointment of MATTA to deliver both the brand identity and campaign for the inaugural event taking place at the London Stadium in July.

Following the success of the Summer of World Athletics in 2017, where ticket sales broke records for both the IAAF World Championships and the World Para Athletics Championships, London will host a new team event – the Athletics World Cup London 2018, which was announced in February.

MATTA, shortlisted for Young Agency of the Year at this year’s BT Sport Industry Awards, created a laurel identity for the event which launched the tournament as well as the campaign line ‘The Track. The Field. The World.’, with ticket driving assets going live ahead of ballot opening in early April.

Brand manager for the Athletics World Cup, Kate Baldwin said: “The new identity is exactly what we were looking for, something strong and contemporary that will put the Athletics World Cup on a par with other global events on the international sports circuit.”

MATTA’s executive creative director, Matt Campbell, said: “We’ve created an identity which nods back to athletics’ roots in the ancient world, but with a fresh interpretation, using modern angular shapes and bold summer colour palettes to celebrate the excitement of the competition.

“It demonstrates the pure simplicity of the event, which dovetails with Lord Coe’s recent description ‘eight lanes, eight top nations, eight teams’. We are very much enjoying working with the Athletics World Cup to help them create the most appealing event possible.”