Bristol Bears have announced they will host their biggest Premiership match of the season against Bath at Cardiff’s Principality Stadium next year, a decision that has caught the attention of the four Welsh rugby regions.
The Bears, who play their home games at Ashton Gate Stadium with a capacity of 27,000, have struggled to fill their stadium last season despite being the second most-supported club in England. The team’s move to play their Premiership round 16 game at the 74,000-capacity Principality Stadium on May 10, 2025, has raised eyebrows.
Tom Tainton, the Bears’ chief operating officer, explained: “We saw an opportunity to do something different and achieve a commercial benefit. The Principality Stadium is nearby and is one of the best rugby venues globally. This is a chance to amplify our brand, market ourselves, and showcase Bristol Bears on a large stage.”
The match, dubbed “Big Day Out,” represents a strategic effort by Premiership Rugby to feature high-profile games in larger stadiums. The move has stirred debate within British rugby’s complex system of multiple unions and leagues.
The Principality Stadium, located just 45 miles from Ashton Gate, is seen as a bold step by Bristol Bears into Welsh territory. The Welsh Rugby Union and Principality Stadium agreed to Bristol’s proposal without consulting Cardiff’s rugby officials or the Welsh Professional Rugby Board. Welsh regions have voiced concerns but have yet to see any changes.
Despite the controversy, there is potential for financial gains if the Welsh Rugby Union benefits from increased profits, which could be shared with the regions. The scenario mirrors a similar arrangement last November, when Ospreys played their match against South Africa’s Sharks at Harlequins.
Bristol Bears captain Ellis Genge expressed cautious optimism about the move. “It’s nice to see innovation, though I’m unsure how many Welsh fans will travel to Bristol for our games,” he said. “Rugby is facing challenges, and trying new approaches is necessary.”
The Welsh “Judgement Day” event, involving the four Welsh regions, will return to the Principality Stadium in April, just weeks before Bristol’s fixture. This may lead to comparisons between the two events.
Bristol Bears aim to give “Big Day Out” a home-match atmosphere with familiar branding and entertainment. Ticket sales are progressing well, and Tainton hopes to have a clearer picture of attendance by Christmas. Despite some fan criticism over relocating a home game, Tainton is committed to addressing concerns with affordable ticket pricing and travel plans.
Tainton also noted the importance of this event for the club’s marketing and brand presence. He highlighted the success of similar events by Harlequins and Saracens and expressed excitement about playing Bath, a team with a strong following and an exciting style of play.
As Bristol Bears mark a decade at Ashton Gate, they have embraced both tradition and innovation, including a new team shirt design. Tainton is optimistic about growing the club’s attendance, citing a strong fan base and increased interest from younger and female supporters.
Head coach Pat Lam, who joined the Bears in 2017, has been focused on improving the team’s performance. After a challenging start last season, Lam’s squad finished just outside the Premiership play-offs and has continued to build momentum.
Recent player movements include England’s Kyle Sinckler joining Toulon and Wales’ Callum Sheedy moving to Cardiff. New additions like Bill Mata and Lovejoy Chawatama are expected to strengthen the team. Half-backs Harry Randall and AJ MacGinty are set to play key roles, with Randall optimistic about the team’s ability to entertain and succeed.
“Our goal is to inspire our community through success and provide entertainment for our fans,” Randall said. “Winning matches helps keep our supporters happy and engaged.”
