
On December 12, 2023, JAXUSL unveiled its USL franchise club’s community-chosen name, Sporting Club Jacksonville – abbreviated as “Sporting JAX” – 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 to the day (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 Ricky 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!”

Caplin was joined by team owners and Florida sports legends Tim Tebow, Fred Taylor, and Becky Burleigh, and USL Super League President Amanda Vandervort and USL Championship President Jeremy Alumbaugh to provide their feedback following the name and crest reveal.
The reveal 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, whose talent boasts 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.
View all the photos from the Brand Reveal event below:










































































































