Soon to be promoted to the Premiership, Bristol Rugby have announced their rebranding as 'Bristol Bears'.
Bristol Rugby have announced their rebranding ahead of their promotion to the Premiership next season.
The club has revealed that the decision had been in development for the last 18 months, aiming to shape their best possible long-term future.
Bristol have stated: "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."
This news comes following the revelation that American insurance giants Gallagher will take over as the Premiership’s title sponsors next season. Premiership Rugby are keen to be the first to 'break America' and Bristol's rebranding looks likely to have been heavily influenced by a similar thought process.
Owner Stephen 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.
"We hope that all supporters will embrace the changes and recognize the significant investment taking place – on and off the field – to bring success and a sustainable future for the club.”
Gloucester Rugby are also rumoured to be rebranded as the 'Gloucester Lions' while Exeter Chiefs are being linked with a rename that will see them drop the Chiefs all together. The Devon outfit is thought to be renamed 'Exeter Athletic', although their logo is currently not set to be changed.
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