Pentathlon GB, the national governing body for the Olympic sport of Modern Pentathlon, has unveiled a new multi-sports sub brand, Penta+, to drive recruitment and participation with members, athletes and future fans of all ages and abilities.
The launch follows the International Olympic Committee’s recent announcement that Modern Pentathlon will remain part of their programme for the Los Angeles 2028 Games.
The new brand is a combination and culmination of the organisation’s mission to modernise itself and better reflect the diversity of its audiences. Its primary goal is to foster an active athlete community that empowers participation with a new brand expression ‘Be Brave. Be More’, and a personality characterised by accessibility, dynamism, bravery and fun.
Pentathlon GB, which has its roots in the ancient Olympic Games and is celebrating 100 years since its modern reincarnation, has an ambitious strategy to extend its relevance and reach, engage with more diverse audiences, win more medals, and ensure its sustainability for the long term.
The name Penta+ reflects the sport’s multiple disciplines, including Penta Run, Penta Swim, Penta Shoot, Penta Fence, Penta Obstacle and Penta Ride, and represents the limitless potential. The Penta+ brand showcases the sport’s flexibility, as athletes can customise their experience and ‘mix and match’ the components they find appealing, essentially building their own sport. This opens up opportunities for increased participation and inclusion.
Across the brand’s visual identity, the theme of ‘doing and being more’ is brought to life through active and assertive photography, capturing athletes of all levels realising their potential in sport and life. A bold new colour palette, inspired by Pentathlon GB colours as a foundation, has been designed to create a combination of gradients, which signifies the diversity of sports on offer and its commitment to equal representation. The + symbol has been abstracted to create a flexible graphic system of static and movement-based patterns that can frame and lay across content to create a bold and ever-moving visual system that is uniquely Penta+.
Trafford Wilson, CEO at Pentathlon GB said: “As we celebrate 100 years of Pentathlon in the UK, this rebrand of the sport signifies a pivotal moment in our journey and for Pentathlon. Working with Household has been a true delight, and we’re so thrilled to unveil the launch to the general public. For far too long misconceptions surrounding the organisation have prevented people from participating in the sport and we wanted to change that narrative.”
Pentathlon GB has announced the launch of its new multi-sports sub brand, Penta+, to drive recruitment and participation with members, athletes and future fans of all ages and abilities. The brand is distinct from the governing body and follows the International Olympic Committee’s recent announcement that Modern Pentathlon will remain part of their programme for the Los Angeles 2028 Games.
The organisation’s mission is to modernise itself and better reflect the diversity of its audiences, with the goal of fostering an active athlete community that empowers participation with a new brand expression ‘Be Brave. Be More’, and a personality characterised by accessibility, dynamism, bravery and fun.
The name Penta+ reflects the sport’s multiple disciplines and its flexibility, as athletes can customise their experience and ‘mix and match’ the components they find appealing, essentially building their own sport. Across the brand’s visual identity, the theme of ‘doing and being more’ is brought to life through active and assertive photography, capturing athletes of all levels realising their potential in sport and life.
Trafford Wilson, CEO at Pentathlon GB, said: “For far too long misconceptions surrounding the organisation have prevented people from participating in the sport and we wanted to change that narrative. Pentathlon should be a sport for everyone, and it was incredibly important for us to create a brand that speaks to all groups, but most importantly supports all groups. For us, Penta+ is a true embodiment of our commitment to the evolution of the sport…We are excited to have helped modernise one of the oldest sports in the world, opening it up to new generations of fans and celebrating the uniqueness of this multi-sport. Here’s to the next 100 years!”
Pentathlon GB has launched a new multi-sports brand, Penta+, to drive recruitment and participation amongst members, athletes and future fans of all ages and abilities. The brand, distinct from the governing body, reflects the organisation’s mission to modernise itself and better reflect the diversity of its audiences, with the goal of fostering an active athlete community.
The name Penta+ reflects the sport’s multiple disciplines and
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.