After more than four decades of leading the global Masters sport movement, the International Masters Games Association today announces its new name: World Masters Sport.
Founded in 1985, the organisation has built a worldwide community based on one simple but powerful belief: sport does not have an expiration date.
For 41 years, it has championed lifelong participation, international friendship, and the profound physical and mental health benefits of staying active at every age. The new name marks not a departure from this mission – but a bold evolution designed to strengthen global visibility, relevance, and impact.
From Event Platform to Global Movement
Since its inception, the organisation has delivered major multi-sport Games across the world, creating platforms where athletes of all abilities and backgrounds could compete beyond traditional age boundaries.
Today, the world has changed.
Healthy ageing, active lifestyles, and community wellbeing are no longer niche conversations – they are global priorities. World Masters Sport is evolving to meet this moment, expanding its focus beyond Games delivery to become a year-round platform for sport, lifestyle, and health.
The ambition is clear:
- To deepen engagement with the global Masters community between Games.
- To build strategic partnerships with cities, federations, institutions, and health stakeholders.
- To position lifelong sport as a pillar of preventative health and social cohesion worldwide.
Why World Masters Sport?
The new name provides clarity and global resonance.
World reflects international reach.
Masters honours the community it serves.
Sport reinforces the core identity – simple, universal, powerful.
Accompanying the rebrand is a new global message:
“Sport Without Limits.”
It captures the essence of the movement – that age, geography, and perceived barriers must never define participation.
A Vision for the Future
World Masters Sport now enters a new strategic chapter – strengthening its role not only as an event organiser, but as a catalyst for healthy and active living across generations.
Looking ahead, World Masters Sport will:
- Expand participation pathways from national to regional to global level
- Strengthen host city and federation partnerships
- Develop new year-round community engagement initiatives
- Advocate globally for lifelong sport as a public health priority
A Message from the President
President Sergii Bubka welcomed the new chapter with characteristic passion:
“For 41 years, we have believed that sport has no age limit. Today, the world understands more clearly than ever that staying active is not only about competition – it is about health, dignity, and quality of life. World Masters Sport represents our commitment to lead this global movement forward. We are building a platform where sport connects generations, strengthens communities, and inspires people to remain active throughout their lives. This is more than a new name. It is a renewed promise. Sport for life. Sport without limits.”
Jens Holm, CEO of World Masters Sport, added:
“This rebrand is a natural evolution of our organisation and reflects the direction we have been developing in recent years. While our name changes, our commitment to delivering world-class Games and supporting our host cities remains unchanged. At the same time, we are expanding our platform to engage the global Masters community more actively between events and to build stronger strategic partnerships across sport, health and tourism. World Masters Sport positions us clearly for the future.”
The Mission Continues
The values that shaped the organisation in 1985 – inclusivity, international friendship, excellence, and lifelong participation – remain unchanged.
But the ambition is growing.
The future of sport is lifelong.
The future of health is active.
And the time for Sport Without Limits is now.
