The new brand, including a new logo, will be launched at the IRB World Rugby Conference and Exhibition in London on November 17-18.

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 Rugby World Cup, the IRB’s development strategies and record investment, strong and vibrant Unions and Rugby’s re-inclusion in the Olympic Games.

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

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.

IRB Chairman Bernard Lapasset said: "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."

"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." (KH)