SPORTING CP UNVEILS FIRST BRAND IDENTITY REFRESH IN 25 YEARS

Sporting Clube de Portugal has unveiled its first brand identity refresh in 25 years, created with JKR to mark its 120th anniversary. Inspired by a 1945 crest, the new system unifies five historic symbols, extending the club’s presence beyond sport into culture, fashion, and lifestyle while honouring its heritage.

Sporting Clube de Portugal has unveiled its first comprehensive brand identity update in a quarter of a century, marking a significant milestone in the club’s 120-year history. The redesign, developed in collaboration with global branding agency JKR, centres on a reimagined crest inspired by a fan-favourite 1945 variation, while unifying five historic symbols into a single cohesive system.  

The Lisbon-based club, renowned for nurturing football legends Cristiano Ronaldo and Luís Figo, has long been defined by its heritage. Yet the new identity seeks to extend beyond sport, creating a cultural experience that resonates with supporters and communities alike. André Bernardo, chief strategy and operations officer at Sporting CP, explained: “The Code has always rested on one principle: develop the human, then the athlete. Our new identity flows from that belief. We needed people to feel this through the brand itself. Creating an experience that could expand beyond the category, attracting those who connect to what we stand for.”  

The project is notable for bringing together five historic symbols that have defined the institution: Porta 10-A, the Stripes, the Shield, the Crown, and the Lion. For the first time, these elements are expressed within a unified design system, with the crest acting as the central anchor. By referencing the 1945 crest, the club honours its past while sharpening its visual presence for the future. The minimalist shield, rendered in a bold white outline with “SCP” lettering, has already been embraced by fans, appearing on flags, fashion collaborations, and across multiple sporting disciplines.  

The rebrand also reflects Sporting CP’s ambition to position itself as more than a football club. Imagery released alongside the identity shows the crest integrated into diverse contexts: from pyrotechnic street celebrations to high-fashion photography, basketball action shots, and immersive stadium installations. Each application demonstrates the versatility of the new system, designed to carry the club’s values into cultural and lifestyle spaces.  

Pushkar Mankar, design director at JKR, emphasised the importance of balancing heritage with modernity. By drawing on the club’s visual DNA, the agency sought to evolve rather than replace, ensuring the identity remained authentic to its roots. The result is a brand that feels both timeless and contemporary, capable of engaging new generations while respecting the traditions cherished by long-standing supporters.  

For Sporting CP, the refresh is more than a cosmetic change. It represents a strategic effort to strengthen its global stature and deepen its emotional connection with fans. As the club celebrates its 120th anniversary, the new identity signals a commitment to growth, inclusivity, and cultural relevance. In uniting its historic symbols under one crest, Sporting CP has crafted a brand expression that honours its past while confidently stepping into the future.