Bristol Bears issue statement claiming CEO's comments 'taken out of context'

Bristol Bears have moved to address supporter concerns after remarks made by chief executive Tom Tainton this week sparked a fierce backlash among the club’s fanbase.

Comments attributed to Tainton at a sports business event in London, in which he described Bristol as more of a “marketing agency that plays rugby”, prompted accusations of the club losing sight of rugby values and prioritising brand over performance.

The remarks, reported by The Independent, generated significant reaction online, with Bears supporters and neutrals alike questioning the tone and intent behind them.

Tainton suggested that what players bring off the field in terms of profile, influence and exposure is an increasingly important consideration in recruitment, alongside on-field competence.

The messaging landed badly with a supporter base that prides itself on the club’s competitive ambition and identity, some even describing the comments as ‘crass’, ‘tone deaf’ and ‘infuriating’.

On Sunday, Bristol Bears published a statement from Tainton on club channels, seeking to clarify his comments and reassure supporters that sporting success remains the organisation’s primary focus.

The statement reads in full: “I appeared on a panel at a sports business event earlier this week to talk about PREM Rugby and the future of the league.

“I was asked a question about how rugby can create star players to help grow the sport. In my response I talked about the positive impact of Louis Rees-Zammit and Ilona Maher at Bears and how a mindset shift is required to create more superstars in the game.

“I suggested that, to successfully achieve that goal, our strategic approach should be more aligned to a marketing agency than a rugby club – a mantra we have tried to adopt at Bristol Bears in our commercial team.

“This comment was unfortunately taken out of context in a news article which has since sparked considerable debate online. To reassure our supporters, while we are proud to be different at Bears, our number one priority is performance. To win trophies, and to inspire our community through rugby success. That hasn’t – and won’t ever – change.”

Whether the statement will fully quell supporter unease remains to be seen, though its unequivocal framing around winning trophies will presumably be welcomed by Bears fans who felt the original comments struck the wrong note.