The European Softball Federation (ESF) has announced its desire to develop a new brand for the sport across the continent.
The governing body, headed by Czech President Gabriel Waage, has identified development and marketing as a major goal.
Both baseball and softball, for men and women respectively, will return to the Olympic programme at Tokyo 2020 after the sports were axed following Beijing 2008.
The ESF has named the new brand "Softball Europe".
"The Marketing Commission's first task is to develop and build a brand for the sport of softball in Europe and beyond," a ESF statement said.
"A task that we have already been working hard on.
"Our new brand, Softball Europe, is being developed as a way to promote the sport of softball rather than the organisations that administer and run the game in Europe.
"Our goal is to develop an identity for our sport that transcends the national boundaries and brands of our member federations and taps into the collective community of players, volunteers and supporters that love our sport and want to see it become better known and established across the wider population.
"Best of all is that in creating the Softball Europe brand we are empowering and enabling the members of our softball community to get actively involved in promoting the sport of softball to the wider world."
The ESF has also released its working plan for the 2017 to 2021 period, which outlines the aims and plans of the organisation.
"The Executive Councils from the past eight years have been working diligently to change the face of the ESF and to brand our sport of softball throughout Europe and our image throughout the world," said Waage.
"The brand Softball Europe will grow to become a household name and a game that will be recognised by children and adults throughout Europe."
The ESF working plan can be found here.