After consultations with various key stakeholders, Cardiff Blues are set to return to their roots as far as their brand is concerned and will be known as Cardiff Rugby from here on out.
A new logo has been designed and the club will turn out again in their traditional blue and black colours.
After analysis of customer demographics and supporter feedback, the decision to follow this course of action was taken and heralds a new era for the club with legendary former Wales prop Dai Young in charge of the coaching side of things.
Richard Holland, chief executive of the club, said the following:
“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, 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, especially at a time when they have stood beside us.
“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.”