Ten years ago today: The rebrand to Sporting Kansas City

A new name. 

A new crest. 

A new identity that would redefine one of Major League Soccer's original clubs and alter the sport's future in Kansas City.

Ten years ago today, during a fan rally in the Kansas City Power & Light District on Nov. 17, 2010, the new Sporting Kansas City brand was unveiled to the world.

“Our mission is to connect Kansas City to the premier professional sports experiences in the Midwest,” Sporting Club CEO Robb Heineman said at the time. “We believe a change in identify for the club was necessary to effectively live and breathe this vision. The name ‘Sporting’ represents our desire to become a dynamic organization focused on creating opportunities for social, cultural and athletic connections."

With the rebrand came a new stadium, as the club moved into Children's Mercy Park the following summer. Since then, Sporting has burgeoned into a model franchise for Major League Soccer, winning trophies and playing before an ardent fan base that ranks among the very best in the country.

If Sporting's last decade was translated into a novel, this particular chapter would be especially formative in setting the stage for all the glory that was to come. Under the guidance of Peter Vermes, Sporting has won the 2013 MLS Cup, three Lamar Hunt U.S. Open Cup titles and made nine playoff appearances since the momentous rebrand.

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