Llanelli Scarlets have announced a name change with immediate effect that will see them now known purely as The Scarlets.
It comes less than three months before their planned move into a new stadium, Parc y Scarlets, and mirrors the decision of fellow Welsh regional side the Ospreys who dropped Neath-Swansea from their title two years ago.
The choice was made by Scarlets directors last week and has the backing of Llanelli RFC, which will take forward the name of the town in the Welsh Premiership.
Scarlets chief executive Stuart Gallacher said: "Our board has long felt that as the Scarlets represent an area which stretches far beyond the town of Llanelli, we need to reflect that in our name.
"We will always be a major flag-bearer for the town of Llanelli - it is our home, and that will not change.
"With a fantastic new stadium, we will continue to bring visitors from far and wide, as well as helping attract investment and commercial opportunities for Llanelli.
"We have been listening to the views of our supporters, and discussions with our sponsors and rugby partners across the region about the name change indicate that it has wide support.
"Our brand - The Scarlets - is known world-wide, and is generally what most people refer to us as today.
"The move to our new home, Parc y Scarlets, seemed the most logical time to adopt this change officially as we start a new chapter in our history."