Global B2B Tech Org Returns to Original Name 

WASHINGTON – The global enterprise software industry’s trade association will resume operating under its original “Business Software Alliance” brand name in 2025 and launch refreshed brand assets to promote the organization. 

After doing business as “BSA | The Software Alliance” for more than a decade, BSA’s Board of Directors in late 2024 approved a return to the organization’s initial name. Updated brand marks and guidelines can be found here. 

“Returning to the ‘Business Software Alliance’ name helps to clarify our work and double down on our commitment to represent the enterprise software industry before governments worldwide,” said BSA CEO Victoria Espinel. 

“Our updated name and refreshed logo underscore our core work on behalf of enterprise software companies,” said Tina Furuki, VP, Global Marketing, Creative & Digital Communications. “BSA is trusted by governments for our expertise and substantive analysis, and our updated name and logo will help BSA do that work more effectively by building upon our strong existing brand reputation.” 

Founded in 1998, BSA is the global trade association of the enterprise software industry, representing companies that are leaders in artificial intelligence (AI), cybersecurity, cloud computing, and other cutting-edge B2B technologies. BSA works in over 20 markets in the US, Europe, and Asia, advocating for policies that build trust in technology so that every industry sector and the public can benefit from innovation. 

BSA has been led since 2013 by CEO Victoria Espinel, who has grown the association’s worldwide presence and policy advocacy on issues including AI, privacy, cybersecurity, and digital trade. BSA members include the leading developers of software solutions that empower businesses, governments, and organizations with digital transformation tools that impact every sector of the economy.