The International Rugby Board has unveiled a new branding and identity of World Rugby. The new look will be rolled out across its various different platforms which will now be run from new offices in Dublin and will be evident throughout the build up to next year’s Rugby World Cup in Britain.
The Branding of the Rugby World Cup itself though will not be changed to accommodate the new look until after the Twickenham final in 11 months time.
International Rugby Board (IRB) Chief Executive Brett Gosper believes it is the perfect time in the development of the sport for the global governing body to adopt its new World Rugby identity.
Regulation to inspiration
“For the first 100 years or so the IRB was only really about regulating the sport until Rugby World Cup came along, but we have grown into a major sport with strong events and record participation,” said World Rugby Chief Executive Brett Gosper speaking on the second day of the World Rugby Conference and Exhibition.
“In an incredibly competitive global entertainment and sporting marketplace, Rugby must continue to appeal to those who know and love the sport and its heritage, while attracting, engaging and inspiring those who have no connection with the sport across multiple cultures and languages around the world.”
“Supported by a new name, a distinctive, optimistic and progressive new brand, and clear character-building values World Rugby collectively has the ingredients and tools to do just that. We want everyone to feel connected with the sport and Rugby’s ongoing success story.”
“We want to inspire the sport’s existing followers and players, but the aim of the rebrand is also to enable us to be better understood by audiences that are not so Rugby savvy.”
“World Rugby is inclusive and whether you are a fan, a player or a volunteer, you all belong.”
New rather than established markets
In a further reflection of the emphasis on new markets rather than established ones Gosper echoed the thoughts expressed by main sponsors Heineken and Jaguar at the conference on Tuesday.
“The new markets we are focusing on include places like eastern Europe, Russia, China and India as well as developing markets like the US and Latin America, and these are the places where the World Rugby name will carry greater clarity and be better understood.”
“The World Rugby name will make our marketing and communications’ dollars travel a lot further and will also align the organisation’s objectives. The brand reflects the journey we have been on, where we are now, and also prepares us for the journey ahead.”
It is hoped that this journey will include Ireland as the host of Rugby World Cup 2023 though the events and sentiments of the new world targets expressed throughout this week make that less certain than we might have thought.
