Some fans were reluctant to back the move away from the traditional white torso which has featured in almost all of the club's 20 seasons in Super Rugby.

Brumbies chief executive Michael Jones acknowledged the resistance, but said implementing change was an important part of creating new history as the organisation aims to break a title drought.

Most Super Rugby and NRL teams change their jerseys every year, with cross-code rivals the Canberra Raiders boasting six jumper designs last year.

The Raiders are expected to cut that number for the 2016 campaign, but their multiple designs doubled jersey sales in 2014.

The Brumbies are also working to ensure greater fan engagement on game days next year as well as potentially introducing a free-to-air television show in the coming months.

"We need to appeal to a slightly younger audience and that audience doesn't want a jersey that was there 20 years ago," Jones said.

"You wear your old comfortable stuff that you like, but we're trying to give the fans and players something new to wear to get behind the team.

"I want the team to feel like they look good and menacing, dark and foreboding. It's about the creation of heroes so people can align with them, it all flows together. It's not just a random thought.

"We looked at so many different designs of the jersey. We know where we come from ... we're proud of history. But you also have to respect the new guys to forge and make their own history."

The Brumbies have traditionally played in blue, white and gold jerseys since the start of Super Rugby in 1996.

Changing the playing strip is nothing new to professional sport, with most teams tinkering with their designs every season.

The Raiders had home and away strips, an Anzac commemorative jumper, a joint-venture 'Hulk' jersey, an Auckland Nines and a heritage version.

In 2014 the Raiders doubled sales from 3403 to 7778 and the club opened an online merchandise store for the first time to cope with demand.

Super Rugby allows teams to have only four designs. The Brumbies will go in with a blue main strip, a yellow alternate jersey and a likely Anzac Day strip.

Despite its critics, the new Brumbies jumper attracted so much interest that it now boasts the most sales on its release date compared to any other jersey in the club's history.

Jones said merchandise sales accounted for about $500,000 of a $25 million budget and a new playing strip would not have an adverse affect on the balance sheet.

But that $500,000 is crucial when the club is set to announce a record financial loss of more than $1 million at the annual general meeting on December 16.

Votes on a Canberra Times poll showed 23 per cent were happy with the new jersey while 34 per cent said it was too blue and 36 per cent said it needed some white.

Fans also turned to the Brumbies' social media pages to voice their opinion, but Jones said the majority of feedback had been positive from members, sponsors and key stakeholders.

The Brumbies want to ramp up fan engagement at games this year and are locked in talks with Canberra Stadium officials to host mini food and wine-style festivals inside the gates.

They have also introduced cheaper membership packages and restructured their seating arrangements, which caused some initial angst among supporters.

The Brumbies hope to secure 13,000 members next year and want to reach a wider audience by hosting a television show every week, likely to be on Channel 10.

"We canvassed a whole range of different people [about the jersey], mostly people outside the organisation because they have a more balanced view," Jones said.

"The answer is that jerseys are bloody important to your bottom line and we want the players to be proud of what they're wearing. If you don't get money from jersey sales then you forgo that.

"Historically we sell more merchandise overseas than we do in Canberra. Maybe we need to look at what we're selling and that's what you look at. But it's more about what the players look like than any commercial aspect. It's about how we're projecting the brand and how the players feel."