Sporting Clube de Portugal are preparing for one of the most significant brand transformations in their modern history, with plans to unveil an all-new official club logo after 25 years with their current design. The rebrand, set to launch on July 1, 2026, coincides with the club 120th anniversary celebrations and marks the first major emblem change since 2001.
A Strategic Rebrand 25 Years in the Making
Sporting current primary emblem has been in active service since 2002. While the core shield has remained a fixture on home kits, the club has frequently experimented with monochromatic and simplified color variations on their away and third kits over the past two decades. Now, after nearly a quarter century, the club has decided it was time for a comprehensive visual identity overhaul.
The rebrand is driven by a clear strategic vision. André Bernardo, Sporting SAD Strategic and Operational Director and Vice President, explained the business logic behind the transformation: A stronger, clearer, and more recognized brand naturally opens up new revenue opportunities and boosts the existing ones.
Honoring Tradition While Embracing Modernity
For fans concerned about a radical departure from the club iconic identity, Bernardo offered reassuring words. The new emblem will fully preserve the core historical DNA that defines Sporting CP. The emblem will keep the Lion, the green background, the shield, and the letters SCP, he confirmed.
The redesign draws inspiration from older club symbols that are generally viewed with more warmth and nostalgia by the fanbase compared to the modernized 2001 design. The update follows the broader trend in modern football toward minimalist optimization, making the crest more adaptable for digital media, merchandise production, and global commercial appeal while preserving the sacred traditional elements.
World-Class Agencies Behind the Project
Sporting have entrusted the rebranding project to JKR, a British agency renowned for working with global brands including fast-food giant KFC. The agency was selected after a competitive consultation process that evaluated five different entities. Meanwhile, the advertising campaign to launch the new identity will be handled by Señora Rushmore, a prominent Spanish creative agency whose client portfolio includes Atlético Madrid.
The club is also implementing a bilingual communication strategy in Portuguese and English, a deliberate move designed to support the international expansion and global amplification of the Sporting brand.
The Big Reveal: July 1, 2026
The new identity will first be revealed exclusively to club members at a General Assembly on July 1, the same date that Sporting celebrate 120 years since their founding in 1906. A commemorative kit celebrating the anniversary is also expected to be unveiled, and the 2026-27 home strip will likely be the first to feature the new emblem.
The redesign forms part of the broader Future is Coming 24-34 Strategic Plan, which aims to position Sporting CP as a globally competitive football club both on and off the pitch. The new branding initiative follows 43,830 days of values transmitted from generation to generation, now consolidated into an identity system built from legacy to create the future.
This rebrand places Sporting CP alongside other major European clubs that have undergone similar visual refreshes in recent years, as the football world increasingly recognizes the commercial importance of a strong, streamlined visual identity in the digital age.
Stay tuned to PH Shirt for the latest updates on all Primeira Liga news, including the official unveiling of the new Sporting CP logo and upcoming kit releases for the 2026-27 season.