Bristol Bears.

Newly promoted Bristol Rugby will have a new name when they return to the Premiership next season.

The Championship winners have just revealed a rebranding  ahead of the 2018/19 season, that will see them called the Bristol Bears from June 1st this year.

Discussing the decision in a press release, Bristol owner Steve Lansdown revealed the process of rebranding the club had been planned for some time. The club were previously known as Bristol Shoguns between 2001 and 2005 as part of a sponsorship deal with car manufacturer Mitsubishi.

“The rebranding is not a knee-jerk decision – it’s a process that we have been exploring for a number of years and everybody involved has worked tirelessly to deliver a strategy that we trust and believe will result in success,” Lansdown explained.

“Since the turn of the professional era, we have seen supporters migrate to more successful, local competitors, homegrown talent move away and Bristol fall behind, both commercially and on the field.”

“I’m tired of hearing about Bristol’s status as a ‘sleeping giant’,”

“Now, we want to see the club realise its fantastic potential in one of the UK’s most dynamic cities. 

“Our return to the Premiership, coupled with a clear vision of success and world class facilities at Ashton Gate and the new training ground, signals a perfect opportunity to reshape our future.”

“The burning ambition is to see 27,000 supporters at Ashton Gate and, to fulfil this desire, we must continue to appeal to new fanbases and broaden our reach. Our aspirations are to reach the very top. We believe the Bristol Bears brand will open up new markets – both domestically and abroad – as we embark on an exciting new chapter.”

So far the decision to rebrand has not gone down with the fans, with many upset they weren’t consulted.