November 29, 2021

Concacaf launches new Gold Cup brand and visual identity for 2021 regional championship

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  • Confederation unveiled new brand at first ever Gold Cup draw event
  • Coincides with enhancements to the competition for 2021 Gold Cup; and celebration of previous editions

Miami, FL (Wednesday, September 30, 2020) – Concacaf last night unveiled a dynamic new brand for the Gold Cup, its flagship men’s international competition.

During the first ever Gold Cup draw, shown live on Monday, September 28th, on TUDN, Fox Sports 2 and One Soccer, the Confederation’s President, Victor Montagliani, introduced the innovative brand to fans through a video showcasing the new visual identity for the 2021 edition of the competition, which will take place next July.

The brand video celebrates previous Gold Cup moments and milestones as the competition has grown over the past 30 years since its inaugural edition in 1991.

The video unveiling the new Gold Cup visual identity can be viewed via this link.

More modern and diverse than ever, the refreshed brand and identity coincide with Concacaf making several football first enhancements to the format of its flagship competition for the 2021 tournament.  

In addition to hosting a first ever draw, the Confederation has introduced a ‘Prelims’, providing a further 12 teams with a Gold Cup experience as they compete to qualify for the final three Group Stage places. The Prelims will be played between July 2 – 6, 2021, in a centralized location in the United States.

Additionally, the Knockout Stage has been enhanced so the top seeded teams can meet before the Final, in a move that aims to bring more unpredictability to the tournament and drive competition on the field.

The current champions are Mexico, who won the 2019 Gold Cup after narrowly defeating the United States in the Final (1-0) in Chicago’s Soldier Field in front of 62,000 fans. The game was watched by a record 8.5m fans across the region through Concacaf’s broadcast partners.

Ahead of the 2019 edition Concacaf launched a #ThisIsOurs fan focused campaign to celebrate the passion of football fans across the region, and the pride they have in following their national teams. This campaign will continue for the 2021 edition as Concacaf looks to build on a 2019 Gold Cup which included great football stories and drew record crowds and TV audiences. 

Concacaf’s in-house Brand Marketing team led the new Gold Cup brand and visual identity process with support from creative design agency Thirsty.

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