The Singapore Sports Council (SSC) will be known as Sport Singapore from April, as part of a rebranding exercise to align itself with its ambition of promoting a sporting Singapore.
While its functions and role as the national sport agency will not change, SSC chief executive officer Lim Teck Yin felt it was time to put in place a "fresher, more vibrant" identity to better reflect Vision 2030, the blueprint for Singapore sports drawn up in 2011.
"Our journey along Vision 2030 is well underway," Lim said in a briefing to the media on Monday. (Its) key elements... is something that needs to be communicated through our brand identity and Sports Singapore is that identity.
"We are the governing authority for the investment of public funds in sport in Singapore, but more than that, we are in the ecosystem to partner our stakeholders and this is what this brand identity communicates."