Inclusion, leadership and engagement highlight next chapter for recognized sport body


Ottawa, Ontario– November 19, 2018– It was the natural next step. Indigenous Sport & Wellness Ontario – ISWO (formerly known as the Aboriginal Sport and Wellness Council of Ontario) has launched a new and exciting brand to symbolize the rapid growth of the organization and its mission to deliver opportunities to the more than 350,000 Indigenous People in the province.

“Our organization started from a kitchen table with just two part-time staff, but through strategic partnerships, strong values and a progressive outlook, we have evolved into a successful Indigenous-led body that has made a difference in the lives of thousands of youth,” expressed Marc Laliberte, president, ISWO. “We now employ dozens of staff throughout the Province, have proudly hosted multiple major Games, and have developed sport and wellness programs for all ages. ISWO has come a long way in a very short period of time because of the spirit of our People and the desire to move forward. This rebrand helps us look forward, with hope and strength, for the work still to be done.”


Aspects of the new brand include:

  • Three distinct parts of the feather within the logo signifies the diversity within First Nations, Métis and Inuit communities.
  • The feather also represents the three pillars of ISWO: Sport, Leadership, and Community.
  • The circle highlights the ISWO value of equality, believing that we all share an equal voice.
  • As the recognized governing body for competition at the North American Indigenous Games and governance through the Aboriginal Sport Circle, the new ISWO colours align with Team Ontario uniforms and the #Team88 Legacy campaign initiated at the Toronto 2017 North American Indigenous Games.

Renowned Indigenous creative agency The Jensen Group, who built the brand platform for the Toronto 2017 North American Indigenous Games and the 2018 Masters Indigenous Games, was tasked with developing a new brand for the governing body.

“We have been fortunate to be a part of this incredible journey, feeling the excitement and seeing first-hand the benefits that sport and wellness programming has played with our youth,” said Co-Founder and CEO Peter Jensen, who calls Tyendinaga Mohawk Territory home. “This new brand will instill a sense of pride and strength, while symbolizing unity through sport among all Indigenous People. We were honoured to be chosen by Indigenous Sport & Wellness Ontario to create this brand and look forward to seeing its impact.”

The official launch of the new brand was made by ISWO on Monday at the National Arts Centre in Ottawa as part of an exciting series of historic announcements including a five-year media partnership with the Canadian Broadcasting Corporation (CBC) and a multi-year event hosting and wellness programming initiative with the Algonquins of Pikwakanagan First Nation, the City of Ottawa and Ottawa Tourism.


Indigenous Sport & Wellness Ontario (ISWO) Quick Facts

  • ISWO was formerly known as Aboriginal Sport and Wellness Council of Ontario.
  • ISWO is primarily funded through the Ministry of Tourism, Culture and Sport.
  • ISWO serves all Indigenous Peoples and communities across the province of Ontario, including First Nations, Inuit and Métis, living on and off-reserve, in rural and urban settings, and 29 Friendship centres, encompassing more than 300,000 Indigenous Peoples across Ontario.
  • ISWO promotes and creates opportunities for participation in sport and cultural activities that promote wellness and positive lifestyles for Indigenous peoples across Ontario.
  • ISWO runs dozens of camps, regional tournaments, sport clinics, leadership workshops and local sport opportunities on annual basis.
  • ISWO provides opportunities for physical literacy and competitive sport skill development and training by creating sport development pathways, designed specifically for Indigenous youth.
  • ISWO’s Sport Development Pathway aims to reach Indigenous people at each stage of their life and provide continuing opportunities in the areas of sport and recreation.
  • ISWO is recognized by the Aboriginal Sport Circle and the North American Indigenous Games Council, and is the designated sport body for the development, selection and management of Team Ontario, which participates in the National Aboriginal Hockey Championships (NAHC) and North American Indigenous Games (NAIG).

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ISWO honours the traditional lands and homelands of all Indigenous Peoples and communities across the province of Ontario, including First Nations, Inuit and Métis living both on and off reserve, in rural and urban communities.