We are thrilled to share some exciting news about the evolution of our organisation and sport. As a dedicated coach and a valued member of the Australian athletics community, your role in developing and inspiring athletes is central to our vision for the future. 

Athletics has always been a cornerstone of Australia’s sporting heritage, with triumphs dating back to Edwin Flack in 1896 to the remarkable achievements of Nina Kennedy, James Turner and Vanessa Low in 2024. Now, as our sport continues to evolve, we are excited to announce that Athletics Australia has rebranded to Australian Athletics.  

This change is not merely cosmetic, it marks the beginning of a bold new chapter and represents a strategic commitment to the four million Australians who now participate in athletics, enhances the visibility of our sport and creates exciting new opportunities for coaches like you. 

Why the rebrand? 

• Unified Identity: a cohesive brand that represents all facets of athletics in Australia, from grassroots, recreational participation to elite performance. 

• Increased Visibility: A refreshed and modern identity designed to attract new audiences and partners, thereby increasing exposure and opportunities for our athletes.

• Strategic Growth: Aligning under a single, recognisable brand positions us for strategic growth and better engagement with the broader community, including potential participants, fans, and stakeholders. 

This video best captures the breadth of our sport and its brand appeal. We hope it inspires you and everyone who is part of our athletics community. 

What Does This Mean for You? 

As a coach and a mentor to the country’s athletes, you are the backbone of our sport. This rebrand is about unlocking even more opportunities for your success and growth into the future: 

• Enhanced Support: Streamline resources and provide more comprehensive support systems for athlete/coach development and well-being. 

• Broader Opportunities: Greater brand presence can lead to increased partnerships, opening up new opportunities for funding, training, and competition – this is particularly important in Australia’s super crowded and highly competitive sports market 

• Community Connection: A brand that resonates with all Australians fosters a stronger sense of community and belonging, encouraging greater support for our athletes nationwide. 

We encourage you to have a read of our media release and how the transformation fits in with the evolution of the sport.  

We understand that change can bring questions and concerns, but please be assured that this is a strategic investment in the future of our sport.

We value your feedback and are here to address any questions you may have. Together, we will embrace this new chapter and continue to build the profile and reach of our great sport.  

Thank you for your commitment and dedication to athletics. Together, we will continue building a sport that unites, inspires and thrives.