Super Netball officially unveiled the 'Sydney Sirens' as its newest brand on Wednesday, marking a significant step in the league's growth ahead of the 2027 Australian centenary and the upcoming World Cup. The new identity features a coral and teal color scheme intended to appeal to a younger demographic of fans. The club’s marketing campaign centers on the slogan “impossible to ignore,” a reference to the mythological origins of the siren name.

While the league and its new owners have framed the launch as a celebratory moment for women’s sports, the announcement has created an immediate conflict. An existing ice hockey team already competes under the name 'Sydney Sirens,' leading to confusion and potential legal or brand identity disputes. The Guardian reports that the launch was intended to energize the sport, but the overlap with the established hockey team has overshadowed the initial excitement surrounding the new branding. The league has not yet publicly addressed how it intends to resolve the naming conflict with the ice hockey organization.