UFA Sports undergoes rebrand

The UFA Sports agency has rebranded as U! Sports, with the change taking effect from today (Monday).

The reason for the change is the expiring right to use the UFA Sports brand and the consequent pursuit of Lagardère Sports’ and U! Sports’ two-brand-strategy in the German market.

The Lagardère Sports division of media conglomerate Lagardère in June 2015 received approval from the German competition authorities for its acquisition of UFA Sports. Founded in 2008, UFA was the European-based sports marketing subsidiary of European media group RTL. The original UFA Sports was one of three companies that merged to create Sportfive in 2001.

As a result of last year’s acquisition, a two-brand strategy has been adopted, in which both Lagardère Sports and the new-look U! Sports will operate individually and independently within Germany.