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Nation•Cymru A news service by the people of Wales, for the people of Wales.

Opinion

Cymru rising: Rebranding Welsh Rugby for a New Era

By Mark Mansfield
Wales fans in the stands before the Rugby World Cup 2023, Pool C match at Stade de la Beaujoire in Nantes against Georgia. Photo David Davies/PA Wire

Michael Hobbs

Welsh rugby stands on the precipice of monumental change. The Welsh Rugby Union (WRU) is reshaping the domestic landscape, and with it comes a wave of uncertainty, opportunity, and—if we dare—reinvention.

As the nation grapples with structural reforms and the future of its regional teams, we must ask: is this not the perfect moment to reimagine how we present ourselves to the world?

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A Nation Ready for Rebirth

The current WRU restructuring plan has sparked fierce debate. Some see it as brutal, others as necessary. But regardless of where one stands, the truth remains: international rugby is in crisis.

Financial pressures, dwindling attendance, and fractured regional loyalties threaten the sport’s vitality. If we are to thrive—not merely survive—then embracing change is not optional. It is essential.

Yet change should not be limited to logistics and funding. It should extend to identity. To symbolism. To pride.

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Time to Retire the Feathers?

For decades, the three feathers have adorned our jerseys—a symbol tied to the Prince of Wales and, by extension, the British crown.

But what does it say about us, as Cymru, that our national team wears a crest rooted in foreign heraldry? In a time when we are redefining our rugby structure, should we not also redefine our visual identity?

Symbols matter. They tell stories. They evoke emotion. And they shape perception.

Imagine a jersey emblazoned not with borrowed feathers, but with the red dragon—Y Ddraig Goch—a fierce emblem of Welsh resilience. Or the golden daffodil, blooming with national pride. Or the harp, echoing our bardic traditions. These are not just aesthetic choices; they are declarations of cultural ownership.

Elevating our Women’s Game

Our women’s team deserves more than quiet admiration. They deserve a name, a banner, a mythos. Just as England has the Red Roses and New Zealand the Black Ferns, why not christen our own with a title rooted in Welsh language and lore? Y Blodau Aur (The Golden Flowers)? Y Dreigiau Du (The Black Dragons)?

Let’s give them a name that sings with meaning and unites fans in celebration.

Rugby Belongs to All of Cymru

The debate over which regional teams should remain is complex and emotionally charged. But one truth stands firm: rugby does not belong to Cardiff alone. The Principality Stadium may sit in the capital, but the soul of Welsh rugby beats in Llanelli, Swansea, Newport, and beyond.

Scarlets and Ospreys have long served as cultural and sporting anchors for their communities. Their survival is not just a matter of performance—it’s about identity, economy, and pride. Cardiff, with its infrastructure and event calendar, will endure.

But the loss of regional teams would be a wound felt far beyond the pitch.

Embracing Change—With Caution

To embrace change is not to do so blindly. There are risks. Rebranding can alienate traditionalists. Structural shifts may deepen regional divides. And symbolic overhauls, if done without care, can feel performative rather than transformative.

But the alternative—clinging to a model that no longer serves us—is far worse.

So let us ask the hard questions:
- What does a unified Welsh rugby truly look like?
- How do we ensure regional voices are heard in national decisions?
- Can we build a brand that honors both tradition and evolution?

A Golden Opportunity

This is not merely a crisis. It is a golden opportunity. To reimagine. To reconnect. To rally.

Let the WRU lead not just with spreadsheets, but with vision. Let the people of Cymru shape the future of our sport—not as passive observers, but as active participants.

Let us speak our language, wear our symbols, and tell our stories.

We are not just Wales. We are Cymru. And our rugby should reflect that.

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21 comments

Alwyn Evans

Not too keen on the ‘ blodau aur’, but agree on the dragon to replace the Black Prince’s emblem. As for the wonen’s team, why not Merched Beca/ Daughters of Rebecca - the ones that chopped down ‘the gates of their enemies’

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Steffan ap Huw

I think you'll find that the daughters of Rebecca were all men.

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DaiRob

What utter nonsense. Scrap the regions now(as likely will happen). All the problems in Welsh rugby start and end with the so-called regions!

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Rob

And what would you replace them with? 4 Grand Slams and 2 world cup semi-finals since regions were introduced, so how is that a bad thing?

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J Jones

Good discussion points Michael: A Nation Ready for Rebirth A nation where those in charge don't even come from this nation, let alone their gross incompetence in their various roles over the disastrous past 2 years. Replace them with people who either know this country or know rugby. Time to Retire the Feathers Yes, definitely. The recent English takeover should demand this but will not happen until the English in charge are sent home to England. Elevating our women's game Professional analysts judged them to be unfit for professional and international rugby, which was evidently correct. Send someone to Canada and copy their system, which does not pamper to amateur standard players demanding pro contracts. They do have two new teams, but you need to ask the players friends and family for their branded names, as no one else watches them. Rugby Belongs to All of Cymru Yes, so why were the Scarlets allowed to take the Gog franchise and then promptly ditch the region, as with Cardiff ditching the Valleys. This is the reason the so called stand alone super clubs have failed, much better to focus on Cymru as a national team where the whole nation comes together in our capitol city. Embracing Change with Caution Yes, but constant evolution, not knee jerk reaction from unelected and unqualified individuals. A Golden Opportunity An England Rugby official recently stated; "Never miss the opportunity from a crisis". Well they certainly took the opportunity to take over the WRU, making sure the Covid crisis continues into the worst era in our history, on and off the field.

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Rob

How about being more inclusive of the North. Maybe make RGC a full region. Allow the likes of Nant Conwy or Wrexham the chance to be promoted to the Welsh Premiership. The fact that in Welsh football you will have Haverfordwest County playing Flint Town means this distance is a pathetic excuse to prevent North Wales teams from being able to take part.

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J Jones

Finances mean we may need to reduce to 3 professional teams, so the obvious answer is for the West Wales region to have one combined team, correcting the issue of the Scarlets entity failing to prolong one club team with the regional franchise they took from the North. The North should stay part time with the opportunity to become the equivalent of Connaught, should they develop organically. Both are very similar in their respective countries, though the latter benefit massively from the huge development of Irish true provincial rugby. Gogs stick with their own club and only move to their true provincial team at RGC, so they never had the two class club system down south that is now long gone. Nant are good because they have naturally fit farmers and don't suffer from the brain drain while Wrexham is the English side of Offa's Dyke so not as strong as the Cymraeg areas. Sending small clubs on day long trips does not work, so better players know they have to move to RGC who have a big support base to fund semi pro rugby. The League of Wales / Cymru Premier was only established as UEFA/FIFA said Wales would not be recognised as a football country without a national league and the few descent teams only playing in England. Unfortunately the competition has had 42 clubs at various times, not ones has gone the distance. The crowds are too small as you'd literally find more people watching Man U v Liverpool down the local Weatherspoons.

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hdavies15

JJ It's Connacht, not that Anglo version you use. Your points are well made in that Wales' regions and the WRU seems to be incapable of funding and sustaining healthy growth in the game. Compare that with Argentina who are about to launch a 4th region less than 10 years since the South America competition was launched. Their system breeds a healthy crop of new players annually and their successful national team is now drawing from that domestic pool although it remains mostly dependent on the "exiles" from UK and European clubs. All that happening in a country that is judged to be a bigger economic basket case than ours !

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In reply to hdavies15

J Jones

Having travelled the country and played against their rugby, Argentina is too different to Cymru to try and emulate what is good about them. The Buenos Aires metropolis on its own is six times the population of our country, they love the outdoors and red meat so naturally adept to what rugby is now compared to the increasing failings in our current society. On so many fronts we're more comparable with Ireland (or Eire if you prefer). They tell me they took a century of independence before getting it right, I joke with them that they took two centuries to learn how to play rugby. But their recent rugby success is intrinsically linked to their success in their economy. As much as we can we need to cut to the chase and implement what now works for them. The current English WRU is a busted flush, failures in their lack of rugby knowledge and how it can work with this country we have. They came in with a sabotage report so the jury will always be out regarding their true intentions.

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In reply to J Jones

hdavies15

This reply was wrongly posted as a reply to myself !. Confusion virus now spreading beyond WRU offices !! I accept that ARG is a much bigger country but rugby has to compete for spectator interest with a vibrant football community, all within the context of an economy that has a history of being all over the place. However they have men within recent top level playing history leading their union in a positive enthusiastic style. Compares very favourably with our top tier of almost entirely drippy types at WRU and regional levels with only very few exceptions.

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In reply to hdavies15

J Jones

Good point about the calibre of people who should be leading the WRU. After the sabotage take-over we apparently had one of our former internationals put his name forward for CEO, one with many years in the top jobs of southern hemisphere rugby. The WRU Chairman, who was deemed inadequate by England rugby, ignored him for a another like him with zero rugby knowledge, hence the Agent Abbii tag.

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In reply to hdavies15

hdavies15

I accept that ARG is a much bigger country but rugby has to compete for spectator interest with a vibrant football community, all within the context of an economy that has a history of being all over the place. However they have men within recent top level playing history leading their union in a positive enthusiastic style. Compares very favourably with our top tier of almost entirely drippy types at WRU and regional levels with only very few exceptions.

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Rob

I think you’ve missed my point. Whatever the history of the Cymru Premier or its attendances, the fact remains that football clubs from north and south Wales face each other every week. So why can’t rugby clubs do the same? If Nant Conwy, Caernarfon, Mold, Pwllheli, Rhyl, or Wrexham are good enough, they should at least have the chance to fight for a place in the Premiership. It’s called the Welsh Rugby Union, not the South Wales Rugby Union. This ‘closed shop’ mentality within rugby isn’t just a Welsh problem. They keep Georgia out of the Six Nations while talk of adding South Africa continues. How can rugby expect to grow as a truly global game if it shuts out those who deserve an opportunity?

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Cwm Rhondda

If the WRU want advice on a rebrand just ask the FAW for advice.

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J Jones

Well they have got an Irishman in charge, the country with a national rugby structure I suggest we should follow. But I don't really fall for the 'Cymru' marketing hype when it's designed to hide the fact that the team includes so many English lower league players.

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Johnny

Yawn,Yawn Yawn 🥱

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Gareth

Given that Rugby is a minority sport and hardly a footnote outside of the British Isles, Aus/NZ/SA, we really don't "present ourselves to the world" via Rugby Union. Sorry.

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J Jones

I think you'll find playing football is a minority sport when you consider how few play compared to 'e-sports', especially kids in this country. As long as we beat the English (60+ times in rugby) and are seen as different to them, I don't care what they think in Azerbaijanowhere countries.

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Johnny

Do you actually have any hobbies or interests?

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Rob

This comment shows exactly what’s wrong with rugby, it can be insular, closed-minded, and unwilling to adapt. Most people want to see their country succeed on the biggest stage possible. If Wales had beaten Portugal in 2016 and gone on to win the Euros, the impact on our national psyche would have been far greater than beating England, winning a Grand Slam, or even lifting the Rugby World Cup. Just look at what 1966 did for England, and what it means for them even today. Don’t get me wrong, I support Welsh rugby too and I love to see England lose, but as long as the sport remains a closed shop, it will never carry the same global weight as football.

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In reply to Rob

J Jones

Yes, I like anything that helps my country become insular against England, who tried to destroy the indigenous language I speak and so many facets of what makes Cymru independent of them and their increasing problems. My nation and everything good about it comes before any sport. Rugby has it's problems as the corporate media world want it to become overly physical to decide results, rather than the player focussed sport it should be. It's actually played in most countries around the world (even Azerbaijan has rugby clubs!) while the rest of the world knows it when the top players now come from different races in developing countries. As Cymru is the first and last colony, I'd love to see English colonists have to watch a black guy from Africa lift a third consecutive Rugby World Cup.

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