The long parenthesis imposed by the health crisis, then by the war in Ukraine, is well over for the SportAccord convention. The next edition will be held from April 7 to 11 in Birmingham. We knew it. But, new, it already has a logo. It was unveiled Tuesday, November 28 by the British organizers, less than five months before the World Sport & Business Summit 2024. The visual identity of the event displays a heart shape, supposed to reflect the values, attributes and distinctions of the host city. Its colors refer to the seven metropolitan councils of the West Midlands (Birmingham, Coventry, Dudley, Sandwell, Solihull, Walsall and Wolverhampton). According to the official release, the logo also pays homage, through its diamond-shaped design, to Birmingham's Jewelery Quarter, where 40% of the UK's jewelery and metalwork is manufactured. As a reminder, the last edition of the SportAccord convention was held in 2019 in Gold Coast, Australia. The following ones, planned for Beijing and then the Russian city of Ekaterinburg, were canceled from the calendar due to the COVID-19 pandemic (2020 and 2021), and the war in Ukraine (2022).
