Sports Turf Managers Association Unveils Total Rebrand

Sports Turf Managers Association Unveils Total Rebrand, Changes Name to Sports Field Management Association

(LAWRENCE, Kan.) – Sports Turf Managers Association announces it has rebranded as Sports Field Management Association (SFMA), a modern identity that aligns with its membership makeup and further positions the association as a champion for all workers in the sports field industry. The effort includes an updated logo, tagline, website and vision for the future.

Since 1981, SFMA has provided members education, information and practical knowledge in the art and science of sports field management. Today, more than 2,700 members across 32 local chapters oversee the fields at professional sports stadiums, universities, colleges, schools and parks and recreation facilities.

The decision to rebrand stemmed from a desire to be more inclusive, ensuring everyone in the sports field management industry is welcome to take advantage of the benefits SFMA provides, regardless of job title. SFMA aspires to lead its membership into a bright future that promotes best practices at all levels through education, peer-to-peer learning and leveraging technology. Further, the association is devoted to shining a light on the professionalism and knowledge its hard-working members bring to the world of athletics.

This vision is personified by a new logo that depicts an amalgamation of athletic fields with SFMA emblazoned in a modern font above, a nod to the fact that members work on a variety of field types, including football, baseball, soccer, lacrosse, softball, rugby and more. Accompanying the logo is a new tagline, “Where the Game Begins,” highlighting the importance of the role the field plays in athletic competitions.

“Our association has a wonderful 40-year history, so while the decision to change was not made lightly we felt it was essential in order to grow as an organization and continue to best serve our members,” says Nick McKenna, CSFM, President of SFMA. “Moving forward as SFMA we will further strengthen the industry by enhancing our members’ skillsets, knowledge and professional connections, while promoting the importance of sports field workers in the eyes of employers and the general public.”

“With this extensive rebrand we wanted to address two simple factors, first was the realization that the term ‘manager’ had over time become too restrictive to represent our membership, which is open to all involved in sports field management,” says Kim Heck, CAE, CEO of STMA. “And second, many in the public have begun to associate the word ‘turf’ solely with artificial surfaces. While our members service both natural grass and synthetic turf fields, we wanted our name to more accurately reflect the profession and remove any confusion.”

All new branding efforts are effective immediately and coincide with an updated URL for the association at The refreshed logo and tagline will be used moving forward on all official communications, merchandise and member correspondence.