Video: Bristol Rugby to rebrand as Bristol Bears - how fans reacted

Apr 16, 2018

Ashton Gate club will return to Premiership Rugby with a new name and kit

Bristol Rugby will celebrate the club’s return to the Premiership with a new name, new kits and rebrand.

Announced today, the club will be known as the Bristol Bears from 1 June - a move to “best shape its long-term future”.

Bristol hope that the “ground-breaking move” will attract a “new generation of supporters” and “inspire success” on and off the field.

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.

“We believe these changes - alongside the matchday improvements to Ashton Gate and the continued engagement with local schools and our community - are critical to enable long-term success.”

While some fans were on board with Bristol’s changes, some rival supporters mocked the bear name. We look at the reaction from Twitter: