World Gymnastics Rebrand & Sport Industry News Roundup – TGI Sport, MVP, & More
World Gymnastics Unveils Rebrand, TGI Sport Appoints New CEO, and Dubois Joins MVP in Busy Week for Sports Business
The sports world saw a flurry of activity this week, from a major identity shift for the International Gymnastics Federation (now World Gymnastics) to key leadership changes at TGI Sport and a high-profile athlete move in boxing. These developments signal a continued evolution within the industry, driven by a focus on modernization, technological advancement, and athlete empowerment.
A New Era for Gymnastics: World Gymnastics Brand Launch
After 76 years, the International Gymnastics Federation has officially rebranded as World Gymnastics, partnering with creative agency MATTA to overhaul its image. The move, informed by feedback from nearly 6,000 members of the gymnastics community, aims to unify the sport’s eight disciplines and attract a new generation of participants. The timing is crucial; according to a Statista report, 75% of gymnastics participants begin the sport before the age of seven, highlighting the need to engage young audiences early.
The rebrand isn’t merely cosmetic. It reflects a strategic shift towards promoting gymnastics as a sport “for everyone,” with a new logo, colour palette, and typeface designed to resonate with younger demographics. Yasemin Bay-Wenzel, Head of Partnerships and Marketing at World Gymnastics, emphasized the goal of creating an identity that is both unifying and celebratory of the sport’s diverse disciplines. This is a smart move for a federation looking to broaden its appeal and secure future partnerships in a competitive landscape.
TGI Sport Embraces Tech with Rushton at the Helm
Meanwhile, TGI Sport is doubling down on its technological transformation with the appointment of James Rushton as its new Chief Executive Officer. Rushton, formerly of DAZN and Perform Group, succeeds Martin Jolly, who transitions to the role of Executive Chairman. This leadership change underscores the growing importance of technology in sports broadcasting and fan engagement.
Under Jolly’s leadership, TGI Sport has successfully pivoted from a traditional rights and representation business to a tech-focused enterprise specializing in virtual advertising and AI-driven media systems. The company’s employee base has more than doubled during this period, expanding from 150 to over 440, demonstrating the rapid growth and investment in its new direction. Rushton’s experience founding DAZN, a streaming service that disrupted the sports broadcasting market, positions him well to lead TGI Sport through its next phase of innovation. The global sports streaming market is projected to reach USD 168.79 billion by 2030, according to Grand View Research, making TGI Sport’s focus on this area particularly strategic.
Dubois Defies Boxxer, Signs with Jake Paul’s MVP
In the boxing world, lightweight world champion Caroline Dubois has made a bold move, leaving Boxxer to sign a promotional deal with Jake Paul’s Most Valuable Promotions (MVP). This decision signals a growing trend of athletes seeking greater control over their careers and exploring alternative promotional avenues. Dubois, undefeated in 12 fights, will defend her WBC title on the undercard of Jake Paul’s highly anticipated fight against Anthony Joshua on December 21, 2025, in Miami.
Dubois’s move to MVP comes after unsuccessful attempts to secure unification fights with Boxxer. MVP has been aggressively signing female boxing talent, including world champions Ellie Scotney and Alycia Baumgardner, and Dubois clearly believes the platform will provide her with the opportunities she seeks. “Signing with MVP is the next step in my career,” Dubois stated, adding that her “mission must be to become the face of women’s boxing.” The rise of female boxing, with viewership increasing by 28% in 2023 according to ESPN, makes Dubois’s ambition increasingly attainable.
Executive Moves at Cortex and Lindsays Support McColgan
Elsewhere, fan data platform Cortex has appointed Sharon Tuff as its new Vice President of Revenue, bolstering its executive team. Tuff brings a wealth of experience from media and sports organizations, including Liverpool FC and the FA Wales. This appointment signals Cortex’s commitment to leveraging fan data to drive revenue growth and enhance the fan experience.
Finally, Scottish distance runner Eilish McColgan has secured a sponsorship extension with legal firm Lindsays, providing crucial support for her bid to reach the 2028 Los Angeles Olympic Games. The renewal extends a partnership that began in 2013 and demonstrates the importance of long-term sponsorships in supporting athletes’ ambitions. McColgan, a four-time Olympian, will focus on transitioning to the marathon in preparation for Los Angeles.
These developments collectively illustrate a dynamic sports industry adapting to evolving technologies, shifting athlete priorities, and the ever-increasing demand for engaging fan experiences. The coming months will be crucial in observing how these changes translate into tangible results for the organizations and athletes involved.