Rugby / Bristol Rugby
Bristol Rugby to change name in order to target ‘global audience’
Bristol Rugby will become the Bristol Bears from June, in a move that bosses at the club say will be “heralding a brave new era” at Ashton Gate.
Finishing top of the Championship table this season, Bristol Rugby will start the Premiership with a new identity.
Bristol Rugby owner Steve Lansdown said that the club “must be brave in our vision”.
is needed now More than ever
But as so often happens when sports teams rebrand themselves, many loyal fans are not happy – other than those in Bath:
Bristol were called Bristol Shoguns for five seasons in the early noughties thanks to a sponsorship deal with Mitsubishi Motors
Behind the scenes this time, Bristol Rugby say that “the club has carefully considered how best to shape its long-term future.
“We firmly believe that the ground-breaking move will attract a whole new generation of supporters and – most importantly – inspire success on and off the field.”
The rugby club will, in future, be both “bear in spirit” and “bear in mind” according to this glossy brochure.
Just so long as they don’t hibernate in the winter during the rugby season.
Lansdown said: “This is an exciting and major commitment to ensuring the future success of the club. In order to succeed in our mission to Inspire Our Community Through Rugby Success, we must make bold changes to ensure we are prepared for the demands of this highly competitive, dynamic environment.
“We have to be prepared to break the mould and be relentless in driving the progression of this rugby club. In a challenging market, in order to attract investment and new audiences, we must be brave in our vision.
“The development of the brand expands our appeal to a global audience at a time when the appetite for professional rugby is growing in international markets.
“We believe these changes – alongside the matchday improvements to Ashton Gate and the continued engagement with local schools and our community – are critical to enable long-term success.”
Lansdown added: “We recognise that there is a history and tradition associated with all sports clubs and we are conscious and proud of the loyalty, bond and passion so many share for Bristol Rugby.
“We hope that all supporters will embrace the changes and recognise the significant investment taking place – on and off the field – to bring success and a sustainable future for the club.”
The club promises to liaise closely with supporters ahead of the name change, starting with a Q&A session in the Heineken Lounge at Ashton Gate at 7.30pm on Thursday evening with chief operating officer Mark Tainton, head coach Pat Lam and chief financial officer Gavin Marshall.
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