28 Aug 2014
International Rugby Board to rebrand as World Rugby
BY Tom Walker
The International Rugby Board (IRB) will renamed World Rugby later this year, as part of a major rebranding programme.
The new brand, which includes a new logo, will be revealed at the IRB World Rugby Conference and Exhibition in London on 17 November.
According to IRB officials, the move is a “mission statement”, reflecting rugby’s rapid expansion into new territories around the world.
IRB chair Bernard Lapasset said that globally, rugby participation has increased by more than 2 million players over the past four years and there are now 6.6 million regular players around the world.
He added that the growth has been driven by the commercial success of Rugby World Cup, the IRB’s development strategies and record investment, strong and vibrant unions and rugby’s re-inclusion in the Olympic Games.
"Rugby continues to thrive, reach out and engage new audiences and participants in record numbers and the IRB has been at the heart of that growth,” Lapasset said.
"We’re committed to furthering that growth beyond our traditional family and fan base with a public that expects to be entertained, informed and interacted with. This move is more than just a name change, it is a mission statement."
The rebrand will have no impact on Rugby World Cup 2015 branding or positioning, which will remain as it is with its logo throughout the current event cycle.
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