Sports Turf Managers Association Rebrands As Sports Field Management Association

The rebrand ensures every person in the sports fields industry knows they are welcome to take advantage of the organization’s benefits, regardless of job title

The newly established Sports Field Management Association (SFMA) today announced the new name of the non-profit. Since 1981, the organization has provided education, information, and practical knowledge in the art and science of sports field management. It is also a professional association for men and women who manage sports fields worldwide.

“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 and CEO of SFMA. “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.”

Now, the SFMA tries to emphasize its openness to everyone in the industry. SFMA members gain access to unique educational opportunities on a variety of topics, grow their professional connections, and learn the best practices to help them achieve their career goals.

“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, the non-profit’s CSFM and President. “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.”

The updated logo exemplifies SFMA’s modern identity and depicts a variety of sports fields to represent the different surfaces members maintain daily. Additionally, the new tagline, “Where the Game Begins,” captures the importance of what members provide—safe, healthy, and aesthetically pleasing playing surfaces.

Additionally, the SFMA hopes to attract the next generation of sports field caretakers by upping the overall profile of the industry so that young people are more aware that they can have an exciting and fulfilling career in sports, even after their playing days are done.