The International Rugby Board (IRB) will undergo a second name change in 16 years when it becomes formally known as World Rugby in November as part of a rebranding program, the sport's governing body said Thursday.

The new brand, including a revised logo, will be launched at the IRB World Rugby Conference and Exhibition in London on November 17-18, with the new name taking effect from November 19.

The governing body was initially founded in 1886 as the International Rugby Football Board by the Ireland, Scotland and Wales rugby unions before England joined in 1890.

It changed its name to the IRB in 1998.

Growth in player ­numbers and expansion into new ­markets as well as the sport's ­reintroduction to the Olympic Games in 2016 had prompted the decision to rebrand itself, it said.

"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," IRB Chairman Bernard Lapasset said in a statement. "This move is more than just a name change, it is a mission statement."

IRB Chief Executive Brett Gosper said the change was also indicative of the global governing body's expanded role.

"In a crowded global entertainment and sporting marketplace, the role of the IRB has evolved from game regulator to game inspirer," Gosper said.

"With this we must continue to appeal to those who know and love the sport and its heritage, whilst attracting, engaging and inspiring those who have no connection with the sport across multiple cultures and languages around the world."

"World Rugby, clearly aligns our name with our mission and allows us to organize new and existing consumer facing properties in a way that they will be more impactful and more appealing to the sport's growing global fan base."

The next Rugby World Cup takes place in England in September and October next year.