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One of the world’s iconic sporting markets will finally have a professional rugby team next season. It’s been some time coming, and it’s fair to say the unveiling of the Major League Rugby expansion side’s brand has created quite a stir. Reactions to the LA Giltinis name and logo have been overwhelmingly negative, with many deriding its overt attachment to the alcoholic beverage.
What is happening in Major League Rugby? The Australia-based Loyals LLC owns two franchises, in Austin and LA.
Loyals rebranded Austin Herd to Austin Gilgronis after a cocktail. While the LA team are the LA Giltinis, also after a cocktail.
It it completely absurd. pic.twitter.com/uBpbVapi8u
— Bob Williams (@WilliamsBob75) May 28, 2020
Please tell me this is not the actual name of a professional Rugby club.
— Ben Rudolph (@BenThePCGuy) May 28, 2020
SMH..
— Psalm Wooching (@PsalmWooching) May 30, 2020
As identified by Mr. Williams it’s not the first team in MLR to adopt a cocktail as a moniker. Just weeks before the 2020 season was to start Austin were purchased by the same ownership group who were already invested in LA – Adam Gilchrist’s Loyals LLC.
Gilchrist is an interesting character. In 2013 he partnered with his friend Rob Deutsch, an equities trader, to launch F45 gyms in Australia. There are now north of 1700 franchises spread across 40 countries. That extraordinary success has allowed Gilchrist to spend lavishly on real estate including three multi-million dollar beach-side properties.
The names of his new sporting endeavors go not hide their owner’s identity. Austin Elite had become the Herd but was suddenly the Gilgronis, a play on Gilchrist’s name and the negroni.
— USARugbyFan (@USARugbyFan115) January 29, 2020
Neither of the logos featured the drink, however, and in fact management pushed the abbreviated ‘AGs’ name in public and on the jersey. The reaction was more confusion than outrage. Even those critical of the Gilgronis branding had to applaud the changes behind the scenes. An immediate influx of training gear, a new Director of Rugby, new players, a new venue, and a desire to connect with the community. The team responded with its first win since 2018 in their final game of the doomed 2020 season.
On to Los Angeles. In 2018 a group headed by Stuart Proctor and Patrick McCullough announced their intention to bring a team to the City of Angels for the 2019 MLR season. It would be called the LA Coast, and discussions on a potential venue and coaching staff were well underway. They were also undergoing their own logo experiments.
They settled on the design seen below, and proceeded on a media tour of sorts doing interviews with all who would listen. The league had given the team their blessing, with Deputy Commissioner Nic Benson adding a statement to LA’s press release issued in July.
“With its size and diversity, Los Angeles is a great market for a Major League Rugby team. With the 2028 Summer Olympics coming up in LA, and rugby being an Olympic sport, this earmarks a tremendous opportunity for the team and the city itself. We see LA Coast quickly leading the way in developing elite rugby in greater Los Angeles.”
By the fall of 2018, however, it had all gone quiet. There were rumors that San Diego were not keen on having another SoCal team while others said that the money simply wasn’t there. Whatever the reason, the LA Coast were dead before they had even put a jersey on.
Enter Loyals LLC. The following year word spread quickly that a new player had entered the game. By mid-December it was confirmed by new Commissioner George Killebrew – MLR was heading to Los Angeles. This time it was for real, and Dallas was coming with them.
The pink and baby blue color scheme was present in the application from Gilchrist’s ownership group for the Los Angeles franchise. At that time the name itself was in fact the LA Loyals. Included in the package was the logo and kit concept pictured below, complete with the football-style numbers on the front of the jersey incorporated by the Gilgronis this season.
Also attached were stadium designs that displayed a large Loyals logo on the field and in the stands. Here we see the first appearance of the martini glass situated behind the Loyals logo and over what appears to be the main bar area, which comes complete with a large pitch-size pool area.
The pool idea was alluded to in the Gilgronis announcement and the team’s desire to create a carnival atmosphere at games. Looking at the images above, the designs are unique and creative. It’s not clear where – or even if – the stadium might be constructed but it would certainly capture the curiosity of the American sports fan.
If the marketing department was hoping to make a splash with the brand announcement they certainly got it. Unfortunately the divisive name overshadowed what should have been cause for celebration. LA will have a strong coaching team, a partnership with UCLA, and by all indications an impressive roster.
The @DallasJackals @usmlr team name is a good one… Presume @samwarburton_ will be named coach and @pocockdavid will be along shortly as captain. Should be easy to sort.
— Martin Pengelly (@MartinPengelly) June 5, 2020
Dallas meanwhile have won plaudits for their more ‘traditional’ approach. The Jackals unveiled a strong brand and almost certainly benefited from the backlash generated by the Giltinis. Given the contrast between the two, one wonders if the martini will still be in service come kickoff in February.
