IRB to change name to World Rugby

The International Rugby Board will change its name to World Rugby as from November as part of a rebranding programme.

The new brand including the logo will be revealed at the IRB World Rugby Conference set to run in London between November 17-18 of which the Zimbabwe Rugby Union will be part of the assembly.

The rebrand will have no impact on Rugby World Cup 2015 branding or positioning, which will remain as it is with its iconic logo throughout the current event cycle.

With Rugby aspiring to inspire and engage new audiences and players around the world, the rebrand is expected to reflect the organisation’s mission to build a stronger connection with fans, players and new audiences worldwide.

"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," said Bernard Lapasset, the IRB chairman.

"We are 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," he added.

Global rugby participation has boomed by more than two million to 6.6 million players over the past four years, driven by the commercial success of the World Cup.

Unfortunately, Zimbabwe will not be able to capitalize on the financial spin offs of the 2015 World Cup after failing to make the trip to the global rugby festival. After failing to get an automatic place in the Africa qualifiers following a second place finishing behind Namibia, Zimbabwe were beaten 23-15 by Russia in the play offs to fall by the wayside.

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