Bristol Rugby will celebrate the club’s return to the Premiership with a change of name, a change of kit and a rebrand.
In an announcement today, the club said it would be known as the Bristol Bears from 1 June in a move designed to “best shape its long-term future”.
Bristol hope that the “ground-breaking” decision will attract a “new generation of supporters” and “inspire success” on and off the field.
Article continues belowThe Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
With one game still to play in the Championship this season, Bristol stormed to the title with 20 wins from 21 matches. On Friday they celebrated their title success with a 68-10 victory over Doncaster Knights at Ashton Gate.
Speaking about the club rebrand, owner Stephen Lansdown said: “This is an exciting and major commitment to ensuring the future success of the club. 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.”
Lansdown said that the changes – “alongside the matchday improvements to Ashton Gate and the continued engagement with local schools and our community” – were critical to the club’s long-term success.
While some fans are on board with Bristol’s changes, rival supporters have mocked the bear name. Here are the reactions on Twitter: