skip navigation

Sporting JAX unveiled as name for new USL Championship, Super League clubs

By Staff, 12/12/23, 4:45PM EST


JAXUSL ownership group reveals colors, crest and motto at community event at WJCT Studios in downtown Jacksonville

JACKSONVILLE, Fla. – JAXUSL proudly announced today the official name, colors, crest and motto for its USL Championship and USL Super League clubs during a community celebration held at WJCT Studios in Downtown Jacksonville. The ownership group, including Tim Tebow, Fred Taylor, Ricky Caplin, Steve Livingstone and Tony Allegretti, unveiled its community-chosen name, Sporting Club Jacksonville – abbreviated as “Sporting JAX” – and additional club features to hundreds of civic, community and sports leaders, coaches, youth athletes and supporters during the event.

Invited guests also enjoyed an uplifting performance of “Lift Ev’ry Voice and Sing” by the LaVilla Arts Singers from the LaVilla School of the Arts. The hymn, celebrated as the Black National Anthem and composed by Jacksonville natives James Weldon Johnson and John Rosamond Johnson exactly 123 years ago (Dec. 12, 1900), is the inspiration for the club’s motto: “Lift Every Voice.”

“Our new club identity embodies the bold, inclusive Northeast Florida community that we know and love - and we are thankful for our supporters in Jacksonville and across the wider region for sharing their passionate recommendations on what they wanted their club to look like,” said Caplin, Sporting JAX majority owner. “We are committed to being exceptional stewards for the club, while further establishing our new men’s, women’s and youth teams to represent our vibrant community. It’s our goal to lift trophies while lifting every voice on the First Coast. We are Sporting JAX!”

The announcement followed a full year of extensive community interaction and local research conducted through listening sessions with soccer and sports fans across the First Coast’s seven counties, and through online and club member surveys for supporters to share their enthusiastic feedback. The immersive work during the creation and design process included the support of nationally acclaimed soccer club branding expert Erika Bjork and internationally renowned soccer crest designer Matthew Wolff, who has created some of the world’s most iconic soccer badges and logos for many of the sport’s major brands and clubs.

The direct input and inspiration from the Northeast Florida community allowed the club’s new identity to be cultivated on the guiding principles of inclusiveness, perseverance, boldness and uplifting the community. Key features include:

Club Name: Sporting Club Jacksonville or “Sporting JAX” succeeds the former JAXUSL organizational name and will reflect the club’s mission to provide an equal playing field in the community and a “sporting chance” for the underserved and marginalized. The name will further elevate soccer, and sports overall, in Northeast Florida. The men’s team will play in the USL Championship and the women’s team in the USL Super League. The club will also compete in the USL Academy, an elite national youth development competition.

Colors: The club’s new color palette of two shades of blue, yellow, orange and white were suggested by fans to mirror their emotional connection to the area's sunshine and natural beauty. The vivid hues were inspired by the skies and waterways of the First Coast, including the vibrant sunrises over the beaches, the St. Johns River and the Intracoastal Waterway. The colors will be shared by both the men’s and women’s pro teams.

Crest: The club’s circular crest represents inclusivity for all and is bold and determined, like the “Bold City.” It also includes the bold, white and stylized letters “JAX”, as the region’s moniker. It’s emblazoned inside a bright blue shield that includes a wave shape at the top to further pay homage to the waterways of the region. The shield, which is also presented as a stand-alone secondary mark, symbolizes the club’s resolve to represent and defend the First Coast by the men’s, women’s and youth teams who will proudly wear it over their hearts.

Motto: “Lift Every Voice,” the club’s inspirational motto, was derived from the famed hymn “Lift Ev’ry Voice and Sing.” Adapted to music on December 12, 1900 by Jacksonville brothers James Weldon Johnson and John Rosamond Johnson, the song was composed to honor the birth of President Abraham Lincoln and first performed by schoolchildren at the Stanton School in Jacksonville. It has become known and celebrated as the Black National Anthem, and is a history lesson, a rallying cry and a pledge of unity. The motto serves as an inspiration for the club and honors the profound influence of local musicians and artists in the community. It also embodies the club’s commitment to lifting every voice, both on and off the field of play, by creating experiences that celebrate diversity, ally with those who need teammates and provide a place for all to gather.

The club also introduced its new official membership club. Supporters can register for the free membership to become a club insider, which also includes access to exclusive member-only events leading up to kickoff, and discounts on tickets and merchandise. For the latest Sporting JAX news and club updates, supporters are encouraged to follow @Sporting_JAX across all social media channels and use the hashtag #SportingJAX and #ElevatingSoccer. Additionally, fans can secure their season ticket deposits for the inaugural season for $25 and purchase a new range of limited-edition club merchandise at

Follow the USL Championship

Most Recent News

Most Read News

Latest Videos