All-in-one solution for sports businesses

Platform naming for NBC Sports Next

Background & Challenge

NBC Sports Next, the “tech arm” of NBC Sports, decided to reorganize its SportsEngine division, which provides tech solutions to more than 30,000 youth and recreational sports organizations worldwide. Consolidating GoMotion (class-based sports such as dance, martial arts, and gymnastics) and Team Unify (swimming) would streamline the management tools for these sports businesses. A single intuitive platform for scheduling, registration, communications, financials, marketing, and more means owners can focus on what they love: helping kids get the most out of these sports. The company returned to Catchword, who had named GoMotion in 2019, for the new name.

Naming the Brand

Because SportsEngine’s reimagined portfolio would also include HQ, Play, and Tourney platforms and had to be easily findable in app stores, we knew the name needed to be short. We explored well over 500 candidates in a range of styles, but the best solution was the simplest (as it so often is): SportsEngine Motion. Shortening GoMotion helps retain the brand equity the platform had built over 4 years and is broad enough to easily encompass both Team Unify and GoMotion users. For parents and students looking for the app, the name intuitively appears in stores as SE Motion.

Client
NBC Sports Next
NBC Sports Next
Industry
B2B Tech
Lifestyle
Service
Product Naming
SportsEngine-Motion_FeaturedImage_1800x695.jpg
Outcome

SportsEngine’s new lineup launched in spring of 2023 and was quickly embraced by owners, students, and parents with testimonials like “All the extra work we used to do is taken care of,” and “My students’ parents fell instantly in love with the app.” A year later, youth sports and enrichment powerhouse Stronger Youth Brands (owner of outfits such as Soccer Shots, which serves more than 600,000 kids in 43 states and Canada, and Little Kickers, with 250 franchises worldwide) announced an exclusive multi-year partnership with NBC Sports Next to use SportsEngine Motion.

“Thanks to SportsEngine Motion we have been able to grow and expand our business, and it is allowing us to be more profitable.”

Jennifer Hawkins | Owner, Starbound Performers

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