Formerly known as the Central Council of Physical Recreation (CCPR), the SRA was re-branded as a result of a groundswell of opinion from the organisation's members.

Tim Lamb, SRA chief executive, believes the move will make its work much more accessible.

"We've had the same name for 66 years and it had served its purpose," he said.

"It was time for a name which, in this age of instant communication, didn't require a 10-second explanation.

"We are still very much the same organisation, with the same excellent staff doing the same good things on behalf of our growing membership.

"But with our new name, we are an organisation whose aim and purpose is much clearer to those looking in.

"As an organisation which seeks to influence people, that's a very important factor.

"This change is sharply focused on becoming an even more effective voice for the sector."

SRA chair Brigid Simmonds OBE shares the view that it was time for a change.

"The name CCPR gave people no hope of understanding our purpose as an organisation whereas the new name immediately gives you a clear idea of why we are here and what we do.

"Our job is to make the lives of governing bodies easier and a big part of that is representing their views externally and engaging in strong advocacy on their behalf.

"But our old name was always a barrier to people quickly grasping what we were trying to do.

"The Sport and Recreation Alliance is a 21st century name for a 21st century organisation and we're looking forward to it helping us become a stronger and clearer independent voice of the sector."


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