21st March 2018


• Award winning creative agency MATTA to deliver brand identity and campaign for inaugural Athletics World Cup
• Identity is a nod to athletics’ roots in the ancient world brought into the 21st century
• The world’s top eight nations prepare to compete in London
• Ticket ballot opens in early April; register now at www.athleticsworldcup.org

Athletics World Cup Ltd have confirmed the appointment of award winning agency MATTA to deliver both the brand identity and campaign for the inaugural event taking place at the iconic London Stadium in July.

Following the success of the Summer of World Athletics in 2017, where ticket sales smashed records for both the IAAF World Championships and the World Para Athletics Championships, London will celebrate its reputation as the world’s leading sporting city with a brand new team event – the Athletics World Cup London 2018, which was announced back in February.

Winning the pitch, MATTA created a unique 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 with the opening of the ballot in early April.

Creatively, the identity takes cues from the Ancient Greek amphitheatre where competitors were presented with laurel wreaths, but brings that concept right up to the 21st century.

Brand Manager for the Athletics World Cup, Kate Baldwin was delighted with the new identity and relationship with MATTA, saying:

“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.”