CBOE Holdings is rebranding as Cboe Global Markets in a bid to ‘better reflect the evolving nature and spirit of the company’. The change comes following the acquisition of Bats Global Markets (Bats) earlier this year.
The company’s new name, Cboe Global Markets, builds on the brand capital of CBOE and the global reach of the Bats business. Cboe is now pronounced ‘See-bo’ instead of ‘C-B-O-E’, a change the company says signals how it has greatly expanded beyond its options heritage to a business with multiple asset classes and a much larger global footprint.
Ed Tilly (pictured), Chairman and CEO of Cboe Global Markets, says: “Our new identity incorporates the equity of both brands into one bigger, bolder corporate brand that more accurately reflects who we are as one, unified company. The new look and feel of Cboe is underpinned by our new mission, commitments and guiding principles, which I’m proud to say were inspired by the entire Cboe team.”
