How we became the smartplay
For more than two decades, we were known as The American Baseball Foundation (ABF), but we've always stood for more than just baseball. In 2025, we introduced a new brand: The SMARTPLAY.
This change reflects our broader mission—empowering individuals to make the smart play in every aspect of life, from sports to academics and character.
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The SMARTPLAY logo embodies our mission and the three core areas of focus: sports, academics, and character. Our new tagline, Cover All the Bases, is more than just a baseball term to us. It’s a promise to families that each child will grow and gain skills across all three of our core pillars.
Our brand mark is rich with meaning and intentional design. Its overall shape resembles a baseball home plate, which is a symbol of safety and arrival on the field. For The SMARTPLAY, it represents the safe, supportive environment we provide for our students and underscores our foundational pillar of sports.
At the center, the white element suggests the turning of a page, highlighting our commitment to academic growth and learning.
The colors within the mark further reflect our core values: red symbolizes sports, white represents academics, and blue stands for character development, illustrating the impact of our mission.
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Our new name, The SMARTPLAY, was chosen with intention and purpose.
‘Smart’ reflects our focus on academics, while ‘Play’ represents our foundation in sports.
We are committed to ensuring your child grows into a well-rounded individual, grounded in our core pillars.
We equip our students to make the ‘smart play’ both on the field and in life by fostering strong character skills.