Cardiff Blues to become Cardiff Rugby from 2021-22 season

Cardiff Blues will drop the word Blues from their name next season and rebrand as Cardiff Rugby.

There is an updated logo and the side will return to the old traditional club colours of blue and back.

The semi-professional side, who play in the Welsh Premiership, remain as Cardiff RFC, nicknamed 'The Rags'.

"We see this change as a key step in the evolution of top-flight rugby in Cardiff," said chief executive Richard Holland.

The Cardiff Blues name was the only one that had survived since the inception of regional rugby 18 years ago.

Newport Gwent Dragons, Llanelli Scarlets, Neath-Swansea Ospreys, Cardiff Blues and Celtic Warriors were created as Welsh rugby's top echelon was reduced from nine club teams to five new regional sides in 2003.

A year later the Warriors, made up of a combined Bridgend-Pontypridd team, folded.

Ospreys dropped Neath-Swansea from their title in 2005 and Scarlets did likewise when Llanelli was removed from their moniker in 2008 before Newport-Gwent also disappeared nine years later.

Now Cardiff have become the first side to drop the nickname, rather than losing the name of the city or town.

The new Cardiff Rugby logos

"We are a club with regional responsibilities," added Holland.

"We are not shirking those responsibilities or moving away from them. We want to invest to improve and strengthen them.

"We are committed to our pathways and community foundation, which last year saw 50,000 people engaged and have set a target over the next three years to double that.

"There has always been this question mark over what purpose Blues serves. It's a suffix to Cardiff. This change is reaffirming who we are and being proud of that, while continuing our regional duties.

"We believe it's the right decision. It's an exciting development where we embrace the rich history and heritage of ourselves as a club.

"Cardiff rugby is a brand familiar in the world of rugby. It's one of the most significant and recognised brands in rugby. The Scarlets have done this for a number of years."

The move, which will officially kick in on 1 August, will cause controversy in parts of the region who have struggled to identify with the team as it is based in the Welsh capital.

"We have had informal discussions with the two Premiership clubs in our region (Merthyr and Pontypridd)," added Holland.

"I spoke to Sir Stan Thomas, at Merthyr, and he offers his support and congratulations on what he believes is a strong move for us as a club.

"We haven't had any direct feedback on it from Pontypridd. We have had discussions with our academy management and feel that's the most important part in terms of ensuring that relationship stays strong and we are confident that will be the case.

"We have a 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% are products of our rugby development pathway."

Holland believes the risk is minimal of losing supporters following the rebrand.

"In all, 78% of our supporters come from Cardiff and the Vale of Glamorgan, of the remaining 22%, 17% comes from outside of the region and five per cent from the north of our region," said Holland.

"This is not something to disenfranchise that five per cent. We would be delighted if we could grow that to bigger numbers.

"We will be disappointed if we lose fans, but that's not the intention. In terms of risk, the data supports the decision that has been taken."

The region say the decision was made following discussions involving supporter groups, sponsors and other key stakeholders including the Welsh Rugby Union.

Cardiff Blues chief executive Richard Holland was appointed in December 2011

"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," said Holland.

"Cardiff Rugby is a world-renowned brand and we have to leverage that to build sustainable success on and off the field.

"This is also the best way forward for the development of players, with closer alignment between our teams and Cardiff RFC now returning to be the traditional 'Rags' to Cardiff Rugby."

Holland believes the move should have some sooner.

"We have all got a Phd in hindsight," he added.

"We feel we are in the right place to make that move now and we are pleased to be doing it."

The announcement has been made in advance of the 2021-22 season and a transition period will now take place.

"I see this as the continued evolution of the famous brand and Cardiff Rugby coming home with common sense prevailing," said Cardiff RFC chairman Chris Norman.

"With our two teams now fully aligned, players can see a clear and enhanced pathway and I look forward to the Blue and Blacks flourishing at semi-professional and professional level."