The new “corporate” logo
When faced with an organisation changing its name, most people respond in one of two ways. Firstly, “why?”. We’re hoping that in changing our name from Ambassadors in Sport to Ambassadors Football the answer to this question is obvious. We have always and only been involved with football, since day one, but our name hasn’t communicated that. Consequently, we’re often asked, “Do you do basketball… or tennis… or any other sports?” We don’t. Never have, never will. Not because those sports don’t matter, but because they’re not what we’re called to. We are a football organisation. Football is both our passion and our platform to bring transformation to the world.
The most important word in our name, though, is not the one that’s changing but the one that’s staying the same. Ambassadors is the word that most defines us. It is taken from a Bible verse, 2 Corinthians 5:20, “We are therefore Christ’s ambassadors, as though God were making his appeal through us. We implore you on Christ’s behalf: Be reconciled to God.” If Football represents our passion and platform, then Ambassadors represents our purpose. Being Jesus’ ambassadors means sharing his good news of forgiveness and reconciliation with all people. We believe this “good news” of a life-giving relationship with God is the true source of lasting transformation and fulfilment. We’ve seen this over and over again for the past 23 years.
The new “badge” logo for Ambassadors programs
The second common response to an organisation changing its name is, “why now?”. Since 1990, staff and volunteers at Ambassadors in Sport have been pioneering and initiating new forms of football outreach all over the world. Over the past few years we have been in a process of refining, focusing and building capacity to respond to the challenges and opportunities that are ahead of us. As a global mission we believe the next two decades will be a multiplication of the first two, not just for Ambassadors as an organisation but for Ambassadors as a leader of a global football outreach movement. The timing of the name change then, represents a transition from one season or chapter to the next, and it’s a transition we are all very excited about. Ultimately we believe this change, along with a number of other changes we’re making at the moment, will make us more effective in reaching out to the people we’re called to serve.
As you might imagine, rebranding a global non-profit is quite a challenge, especially when, we have just a handful of staff in each country! For this reason each national office is changing its name and branding at a different time over the course of this year.
On the 1st of March 2014 at the AGM the name change was approved. It will now go through the official channels to change the name on paper. From the 1st of March thus we are now called Ambassadors Football South Africa.
We hope you will join us in this next stage of our journey.
Your Ambassadors Football South Africa Team
Ambassadors Football South Africa exists and continues to grow through the generous donations of people like yourself. Please join us in reaching others for Christ.