By Gareth James
Cardiff Blues will be confined to the history books next season when the Welsh region rebrands itself as Cardiff Rugby.
After 18 years as the Blues, the professional rugby team in the Welsh capital will change its name and image in a bid to get closer to its famous past and heritage created by Cardiff RFC.
It means the Arms Park will now host two teams with almost identical names – Cardiff Rugby, who will play in the Guinness Pro14, and Cardiff Rugby Football Club, who play in the Welsh Premiership.
The Blues hope the Cardiff RFC team will be known by the old second team nickname of the Rags.
“Cardiff Rugby is a world-renowned brand and we simply have to leverage that to build sustainable success on and off the field,” said Blues chief executive, Richard Holland.
Cardiff Rugby Chief Executive, Richard Holland said: “We see this change as a key step in the evolution of top-flight rugby in Cardiff. We are proud to embrace our rich heritage and history, which goes back more than 145 years.https://t.co/hjd3zfeahl pic.twitter.com/ddrP6PiaPy
— Cardiff Blues (@cardiff_rugby_) March 1, 2021
“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’m pleased that we have been able to respond to them in such a positive way.”
They will complete the current season in the Guinness PRO14, and the Rainbow Cup, as Cardiff Blues.
According to the Blues’ website, the reason for the change is to “celebrate” the club’s history and to appeal more fully to global markets.
An updated logo has been designed and the club will return to its traditional colours of Blue and Black.
SO is Cardiff Rugby classed as a Super Club now or still classed as a Region 🤔
Asking for a friend.
— Lee Jarvis (@LeeJarvis10) March 1, 2021
Holland added: “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 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.”