What's in a name? US Bobsled becomes USABS

Published Dec. 8, 2014 3:03 p.m. ET

foxsports

LAKE PLACID, N.Y. (AP) The U.S. Bobsled & Skeleton Federation is changing its name to USA Bobsled & Skeleton.

The federation announced the change Monday. It comes in conjunction with the unveiling of the team's Pyeongchang 2018 Fire and Ice campaign.

Chief executive officer Darrin Steele says it's the final step of a branding strategy started several years ago. He says the new name is more consistent with other national governing bodies in the Olympic family and has more meaning and relevance to the U.S. audience.

Steele was hired as chief executive officer after the organization was restructured following the 2006 Winter Olympics.

The staff's usbsf.com email accounts will remain active throughout the transition, and notification of the new email addresses will be posted on the website at www.usabs.com.