IRB rebranding to better reflect its global quest

DUNCAN JOHNSTONE
Last updated 08:56 29/08/2014
Bernard Lapasset
Fairfax NZ

GLOBAL QUEST: IRB chairman Bernard Lapasset believes the "world" tag is a strong fit for his organisation.

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The International Rugby Board is undergoing a makeover, being rebranded as World Rugby from November.

The game's global governing body will be officially renamed at world rugby conference and exhibition in London on November 17-18.

The IRB claims rugby participation has increased by more than two million to 6.6 million players over the past four years, driven largely off the commercial success of the sport's world cup.

They said the rebrand would not affect the next Rugby World Cup in England next year, which would retain its current logo.

The following World Cup in Japan in 2019 would feature commercial changes.

Often seen as conservative and pedantic, it remained to be seen whether a new name would change those values.

"This move is more than just a name change, it is a mission statement," IRB chairman Bernard Lapasset said, believing the "world" tag better reflected the global quest.

"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."

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