London’s only professional rugby league team will once again be known as the London Broncos ahead of the 2012 Super League competition, the club announced this week.
The rebranding of the club, last season known as Harlequins Rugby League, signals a return to the Broncos brand, previously used in the ten years between 1996 and 2005.
Chairman David Hughes commented: “I am delighted that we are returning to be the London Broncos. It is a name that resonates with success on the pitch and that is what we want to achieve next season.”
The team will continue to play in Twickenham at The Stoop and share the ground with Harlequins Rugby.
The change comes following an extensive consultation process with local rugby league fans, players and other stakeholders and is deisgned to improve the popularity of rugby league in London by reaching out to new audiences.
Gus Mackay, Chief Executive said: “We engaged with fans and stakeholders and included as many people as possible in the rebrand process so as to take on board everybody’s views. The fans and players mostly pointed towards a return to the London Broncos and their ideas are reflected within the brand concept.”
Mackay added: “We are committed to making Super League a success story in London and this is a key part of that campaign.”
Head coach Rob Powell is optimistic that improvements off the pitch can be mirrored on the pitch saying, “We have invested heavily in the team over the off-season and we are all really excited about pre-season and getting ready for next year”.
A new kit draws upon the original London Broncos branding but has been updated with a more contemporary feel. The home kit will be black with a blue trim, and the away kit will be the inverse. The new kit will be available for distribution from January 2012 through the London Broncos website.
The Broncos name was first used by the club after champion Australian-based side Brisbane Broncos bought then Second Division London Crusaders in 1994. Two years later, in 1996, the club was included in the inaugral Super League season.
In 1999 the London Broncos played in the last ever Challenge Cup final at the old Wembley stadium but have failed to replicate that success in more recent times.
The 2012 Super League competition kicks off in February next year. Season tickets are available now through the club’s website.