Q: Why have the club decided to change now?
A: Cardiff Rugby fully represents who and what we are while the previous ‘Blues’ suffix diluted a world-famous brand. We are proud of who we are and must embrace and celebrate our rich history, particularly with the continued expansion of the PRO14 and exposure to global markets. The top 50 sports teams in the world are all based upon a geographic location.
At such a challenging time it is also important that we listen to our sponsors and supporters and this has been a consistent message. The vast majority of our customers are based in Cardiff and the Vale of Glamorgan (78%) with (5%) elsewhere within the region and (17%) outside the region.
Q: What does this name change entail?
A: This move will see an alignment of our two teams - Cardiff Rugby and Cardiff Rugby Football Club - and the continued evolution of our brand. We will play under an updated name and logo, and return to our traditional blue and black colours while fully embracing our history. Nothing else changes in terms of the Professional Rugby Agreement, our player pathway, regional responsibilities or long-term strategy.
Q: How do you know supporters are behind this decision?
A: We are in constant dialogue with various supporter groups, including CBSC and CF10 Trust, and hold customer data for more than 60,000 people, which highlights key demographics. On numerous occasions we have surveyed those opted in and the results have been overwhelmingly in favour of the move. This is an historic issue, which has been strongly raised at all supporter events since 2003.
Q: How will you implement and capitalise on this change?
A: Cardiff is a world renowned name in rugby and boasts an unrivalled history. By being clear in our identity, we can be very proud and positively leverage that heritage. Around our facilities there will be enhanced recognition of this identity and 145 year history.
The likes of Airbus, BMI Baby, Jaguar Land Rover, DS Smith and Lexis Nexis have all become sponsors due to Cardiff and our capital city presence. We are currently in dialogue with further global brands and Cardiff is a major attraction.
Q: Who has been consulted on this change?
A: A working group was formed a year ago and has consulted with all key stakeholders. Two Circles, a data-driven sports marketing agency, have assisted throughout the process with staff, sponsors and supporters, both directly and via CBSC and CF10 Trust, consulted, while Cardiff Athletic Club, the Welsh Rugby Union and the Professional Rugby Board have also been engaged.
Q: What impact does this have on the player pathway?
A: Cardiff Rugby represents a wider region and is proud to provide a player pathway throughout that geographic area. Our pathway is one of the most successful in the UK and remains unchanged. Players from every corner of the region have a route to professional rugby via this robust and proven pathway. We continue to invest more into our player pathway than ever before and producing from within remains a key component of our strategy.
Q: Will this have any impact on the fantastic work being done by the Community Foundation?
A: Only in name. Prior to Covid-19 the foundation was engaging with more than 50,000 people a year. People of all backgrounds and abilities, proving there is a rugby jersey for all. We will continue to deliver social good throughout the entire region.
Q: Does this change effect all of the company’s teams?
A: Yes, whether our senior men or women, age-grade teams, wheelchair rugby or our Esports team, all teams will now come under the Cardiff Rugby brand.
Q: What impact does this have on Cardiff RFC?
A: Cardiff RFC will now be entirely aligned with Cardiff Rugby and act as the traditional ‘Rags’ to the first team. They will predominantly be used to develop the best talent from the Cardiff Rugby pathway and to embed our rugby philosophies. This decision was made a year ago and would already be implemented if not for Covid-19.
Q: What impact will this have on Merthyr, Pontypridd and the other clubs within the region?
A: We will continue to proudly represent our region and provide a player pathway to the professional game. Any allocation of player will be made purely for rugby reasons. While Cardiff Rugby and Cardiff RFC will be entirely aligned, and Cardiff RFC will act as the traditional Rags, if it is more beneficial for a player to go to another club they will be available to do so.
Q: When will this change come into force?
A: It has been well documented that we have been evaluating our brand and identity and it is important to be clear in our intentions. A phased implementation of the Cardiff Rugby brand will now commence ahead of the 2021-22 season
Q: Will there be a new kit?
A: We will continue to play in our existing kit before new blue and black jerseys are launched ahead of the 2021-22 season.