Pentathlon GB has launched a new multi-sports sub brand, Penta+. According to the national governing body for the Olympic sport of modern pentathlon, Penta+ is aimed at the next generation of athletes and sporting fans.
The launch follows the recent announcement by the IOC that modern pentathlon, incorporating obstacle racing, will be part of the programme for the Los Angeles 2028 Games.
The new Penta+ brand, distinct from the governing body, is a combination and culmination of the organisation’s mission to modernise itself as a multi-sport provider.
How this concept sits alongside triathlon, as governed by British Triathlon across the British home nations, has not as yet been spelt out. Although, the new Penta+ branding should at least help raise general awareness of multisport.
Pentathlon GB adds that… ‘Its primary goal is to drive recruitment and participation with members, athletes and future fans of all ages and abilities, by 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, including Penta Run, Penta Swim, Penta Shoot, Penta Fence, Penta Obstacle and Penta Ride. The Penta+ brand aims to showcase 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 aims to open up opportunities for increased participation and inclusion.
‘The new brand can be used as a flexible brand hierarchy that signposts the individual sports and how they come together to create competitions, such as modern biathlon, modern triathlon, and modern pentathlon. It also reflects the introduction of a new discipline (obstacle sports) and a shift from five to six sports, Penta+.’
Across the brand’s visual identity, a theme of ‘doing and being more’ will be brought to life through active and assertive photography, capturing athletes of all levels. A vibrant colour palette, inspired by Pentathlon GB colours as a foundation, has been designed to create a combination of gradients.
Athlete kit, merchandise and event staging and communication also form part of the Penta+ branding, to help Pentathlon GB engage with and extend its reach to audiences.
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.
“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 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 and our work with Household perfectly communicates that.”
