Blue Star Sports, the Dallas-based software and technology company partially backed by Cowboys Owner Jerry Jones and the NFL, is rebranding itself to Stack Sports. The new company name was inspired heavily by Stack, the youth sports content company Blue Star Sports acquired last year. But Stack Sports President & CEO Alex Alt said the new company identity is aimed to better encompass the more than two dozen acquisitions it has made since early ’16, covering a wide array of functions including youth league registrations and payment processing, race timing, analytics, recruiting services and numerous other services. “As we’ve brought in all these companies, this was a good time to reset a bit and focus on our brand messaging,” Alt said. “This is something we believe we can better leverage at the consumer level.” Jones and the NFL remain investors of Stack Sports, and Alt said the shift is not aimed at moving away from those connections. Stack Sports used N.Y.-based global branding company Siegel + Gale to aid with the shift. Stack Sports, meanwhile, has also struck a multiyear deal with MasterCard to offer Masterpass as a payment option across its registration platforms. The agreement also includes a cross-promotional marketing component aimed around boosting youth sports participation.
