Australian Rugby Union side ACT Brumbies hopes that its new jersey design "will appeal to a different generation of fans, the club urging supporters to embrace the revamped all-blue strip" for '16, according to Chris Dutton of the SYDNEY MORNING HERALD. Some fans were "reluctant to back the move away from the traditional white torso." Brumbies CEO Michael Jones acknowledged the resistance, but said that "implementing change was an important part of creating new history as the organization aims to break a title drought." Jones: "We need to appeal to a slightly younger audience and that audience doesn't want a jersey that was there 20 years ago. You wear your old comfortable stuff that you like, but we're trying to give the fans and players something new to wear to get behind the team." Despite its critics, the new Brumbies jumper "attracted so much interest that it now boasts the most sales on its release date compared to any other jersey in the club's history." Jones said that merchandise sales accounted for about A$500,000 ($365,670) of a A$25M ($18.3M) budget and a new playing strip "would not have an adverse affect on the balance sheet." The Brumbies want to "ramp up fan engagement at games this year and are locked in talks with Canberra Stadium officials to host mini food and wine-style festivals inside the gates." The team has also introduced cheaper membership packages and restructured its seating arrangements, "which caused some initial angst among supporters" (SMH, 12/2).
