American Ultimate Disc League set for rebrand

ULTIMATE FRISBEE ASSOCIATION

The American Ultimate Disc League (AUDL) announced that after 12 years under the moniker, the league will rebrand as the Ultimate Frisbee Association (UFA) starting with its 2024 season.

Over the past decade AUDL has grown to a 24-team league with over 1.5 million followers across social media platforms. The decision to rebrand stemmed from wanting to have broader recognition and to distinguish the property from other disc leagues such as disc golf.

Ultimate Frisbee features teams of players that earn points by passing the disc to a teammate in the opposing end zone. “People are just all out, lungs burning, which makes it fun to play and also fun to watch," said Steve Hall, CEO of the league.

The UFA’s new identity features a fresh logo with a color scheme that pays homage to the AUDL’s roots. Hall said the UFA worked internally on the rebrand with the effort led by Ryan Pierce, Senior Dir of Product Marketing & Communications, and Alexia Walker, Senior Dir of Marketing & Partnerships.

The league also announced that it has partnered with Sport Dimension -- the owner of the Wham-O family of products, including the Frisbee trademark -- which will allow the UFA to license the trademark for use across the league. Sport Dimension will also be working with the UFA to design a new ultimate Frisbee that will be used for all games starting in 2024 and distributed to retailers in 2025.

As the league looks to expand its audience and reach, UFA recently entered a multiyear partnership with Legends to assist with sponsorship sales, customer data analysis and merchandise services. Hall said Legends provided a sounding board for the rebrand. “I give them a lot of credit for helping to kind of redirect us near the end of the process,” he said. “They’re a big voice in a room with a lot of broad perspective globally.”

The 2024 UFA schedule and streaming schedule is set to be released in February with the opening weekend slated for April.

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