CARDIFF TO DROP ‘BLUES’ BRAND
CARDIFF Blues are to ditch the Blues name and re-brand themselves as Cardiff Rugby from next season.
They will also have a new updated logo and return to playing in their traditional colours of blue and black.
In a further development, the semipro club side, Cardiff RFC, will operate as the Rags when Welsh Premiership rugby returns.
It’s a landmark moment for rugby in the Welsh capital.
The professional side has been known as Cardiff Blues since the “regional” revolution of 2003.
Cardiff paid £1m for standalone status at the time, with the existing pro club being re-branded as Cardiff Blues, but with the same players and coaches.
Then in 2004, they took on player development pathway responsibilities for the valleys part of the Celtic Warriors after that team folded.
The decision to re-brand as Cardiff Rugby has been taken following “consistent supporter feedback” and extensive consultations with key stakeholders, including the Welsh Rugby Union.
The aim is to “fully embrace the rich history and heritage” of Cardiff rugby, while remaining committed to wider regional responsibilities.
That will include continuing with the elite player pathway, which has produced almost 70 per cent of Dai Young’s current senior squad.
Cardiff Rugby chief executive Richard Holland said: “We see this change as a key step in the evolution of topflight rugby in Cardiff.
“We are proud to embrace our rich heritage and history, which goes back more than 145 years, and encompasses greats of the game including Bleddyn Williams, Cliff Morgan, Gareth Edwards, Terry Holmes and Gethin Jenkins.
“Cardiff Rugby is a world-renowned brand and we simply have to leverage that to build sustainable success on and off the field.
“Not only is Cardiff globally recognised in rugby circles, it is also the commercial powerhouse of Wales and one of the fastest growing cities in the UK and Europe.
“Over a long period, our supporters and sponsors have been very clear that this is what they want and I am pleased that we have been able to respond to them in such a positive way.
“This is also the best way forward for the development of players, with much closer alignment between all of our teams and Cardiff RFC now returning to be the traditional ‘Rags’ to Cardiff Rugby.
“We are enormously excited to see what the future holds and look forward to seeing the blue and blacks run out at the iconic Arms Park, whether in the Regional Age Grade competitions, Indigo Group Premiership, Guinness PRO14 or European competition.
“We have a long-standing commitment to developing from within and have seen our representation at all levels grow.
“Ninety-five per cent of our senior squad is Welsh and almost 70 per cent are products of our rugby development pathway. We are continuing to invest with our biggest academy squad and there is fantastic work being done through the age-grades.
“Prior to the Covid-19 pandemic, we were engaging with more than 50,000 people per year through our Community Foundation.
“This involves people of all ages and backgrounds, from Barry to Builth Wells, and we will continue to do this using the Cardiff Rugby brand.
“While there are still challenges to navigate due to the pandemic and further work to achieve our goals on and off the pitch, this is a hugely exciting time for Cardiff Rugby.”
A transition period will now be undertaken to realign the brand across the Arms Park site, other physical assets and digital channels.
Cardiff RFC chairman Chris Norman said: “As someone with a long association with Cardiff and Cardiff Rugby, I am absolutely delighted to welcome this move.”