Sky Sport kicks off First Light rebrand with rugby and NRL

AUCKLAND, Today: Sky Sport is rolling out a bold new visual identity this weekend across all its locally produced sports broadcasts. The fresh look puts a stronger spotlight on athletes and teams, reinforcing Sky Sport’s distinct presence in Aotearoa New Zealand.

Fans will first see the new identity during Sky Super Rugby Aupiki’s opening round when Chiefs Manawa take on Matatū at 14.00 on Saturday 1 March. The NRL Vegas round follows, kicking off with Raiders v Warriors at 13.00 on Sunday 2 March.

Called First Light, the updated design is inspired by the sun’s rays hitting Mount Hikurangi—one of the world’s first places to see daylight. Light plays a key role in the visuals, energising team emblems and guiding key information on screen.

Gary Burchett, Head of Sports Content for Rangiata Sky New Zealand, says the refreshed look marks a major step forward.

“The new First Light creative is a modern and premium look that is a significant departure from our previous creative design.

“This new identity aims to attract and engage audiences. Its design principles and function support us to share stories and hold our audiences’ attention. It’s crafted around the idea of heroing the identity of the athletes, the teams and the competitions – and, importantly, the identity of Rangiata Sky.

“This rebrand celebrates our long-standing relationship with Sky Sport, built on trust, collaboration, and a shared passion for delivering exceptional sports content.” – Kaylene Hurley

“We’re excited to be presenting our audiences with a compelling and distinctive look that will enhance the sports viewing experience.”

Designed by Auckland-based studio AE Live Ignite, the identity seamlessly integrates team and franchise branding, making it easy for fans to recognise who’s playing. Player photography is also central, helping connect audiences to their favourite athletes.

The First Light diagonal takes inspiration from the ‘K’ in the Sky logo, which reflects cultural designs linked to Sky’s Māori strategy, Kia Rere. Developed in collaboration with Ira Aotearoa and later supported by RUN Aotearoa, the directional arrow acts as a visual cue, highlighting key match details.

The rebrand spans all Sky Sport channels and events, touching everything from on-screen graphics and pre-match sequences to studio design. Custom graphics have also been tailored to suit different sports codes and teams.

Kaylene Hurley, AE Live GM, New Zealand said, “This rebrand celebrates our long-standing relationship with Sky Sport, built on trust, collaboration, and a shared passion for delivering exceptional sports content.”

Reuben Thorpe, AE Live Ignite’s Senior Creative Director, added: “It’s been wonderful to partner with Sky to successfully develop this new Sky Sport identity, which is built around the iconic fern – and visually connects New Zealand sport to audiences both locally and globally.”