Cardiff City FC confirm rebranding with new red shirts

 
Midfielder Aron Gunnarsson in the new red home shirt and striker Joe Mason in Cardiff's new blue away strip. Players Aron Gunnarsson in Cardiff's new red home shirt and Joe Mason in the new blue away strip

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Cardiff City FC have confirmed they will change their shirts from blue to red with a new dragon crest as part of "major and significant" investment.

The move follows fresh discussions between club directors and Malaysian investors Tan Sri Vincent Tan and Dato Chan Tien Ghee, known as TG.

Chief executive Alan Whiteley said it was designed to help the club - known as the Bluebirds - expand their appeal.

When the rebranding was leaked in May it led to an impassioned debate.

The new investment package will also allow the club to resolve its longstanding debt with the Langston company, it revealed.

It followed "a comprehensive review" of supporter feedback, the club said.

Until now, City have always played in a blue home strip with a bluebird crest.

Start Quote

I... sincerely hope that all of our loyal fans will come to accept the changes in the spirit in which they are made ”

End Quote Dato Chan Tien Ghee Chairman, Cardiff City FC

Some supporters still opposed the changes, but others argue that the club should accept change to help secure major funding.

The plans had appeared to have been dropped amid the controversy, but the club confirmed the rebranding would go ahead in a statement released on Wednesday morning confirming details of the investment package.

The changes would be introduced "with a view to exploiting and maximising its brand and commercial revenues in international markets, which it is hoped in turn will bring success to the club locally, whilst also attracting new partners and investors."

The statement continued: "As part of this commitment, funds have been earmarked to finally resolve the historical Langston debt issue which for so long has cast a dark cloud over the club and its future.

"Negotiations have been continuing and a final offer has been made to those representing Langston and [former club owner] Sam Hammam which we believe is both fair and reasonable."

The club plan to invest in a new training ground and facilities, and will look into the feasibility of expanding the stadium.

"Our investors have also fully reaffirmed their support to enable [club manager] Malky Mackay to strengthen his squad for the season ahead in line with the viable and prudent budgets agreed with him," it said.

Cardiff chief executive Alan Whiteley says: "It's a price worth paying"

"This is a major and significant financial commitment and we are grateful to our investors for their continued confidence in this football club," said Mr Whiteley.

"In recent years the support and commitment from our Malaysian investors has given the club a much-needed stability that has allowed us to move forward and away from the brink of administration, whilst allowing the club to challenge at the highest levels of the Championship."

Mr Whiteley said structured investment in the team, stadium and infrastructure would help achieve and sustain Premier League football.

Mr Whiteley said: "We recognise that there is a history and commitment that goes with supporting Cardiff City and we are conscious and proud of the loyalty, bond and passion so many share for this club.

"At the same time, we also have to be prepared to be realistic and progressive.

The old and new club logos, with the bluebird and dragon changing prominence The old and new club logos, with the bluebird and dragon changing prominence

"Sometimes in difficult economic times and challenging market conditions, in order to attract investment to survive and progress, brave, bold and compelling decisions and sacrifices need to be taken and made.

"By securing this investment we can safeguard the immediate and long-term future of this club."

Mr Whiteley said he believed the changes would be accepted by the vast majority of supporters.

He said it was "not a decision that has been taken lightly or without a great deal of thought and debate" and the board would "do their utmost to uphold, protect and promote the values and virtues which the club stands for."

'Exciting times ahead'

Club chairman TG said the investment "should promise exciting times ahead for Cardiff City".

"I am very grateful in particular to Tan Sri Vincent Tan for making this possible and for his continued commitment and support," he said.

'If we've got to wear red that's part of the price we have to pay,' says supporter Gwyn Davies

"I know and understand that there have been reservations in certain quarters over the changes accompanying the investment, but sincerely hope that all of our loyal fans will come to accept the changes in the spirit in which they are made and continue with their passionate and fantastic support.

"This club will always be Cardiff City Football Club and its name and heart will never change nor are any of the changes meant to destroy any part of its history or culture."

He said the rebrand created "a symbolic fusion with Asia which will allow us to fly the Welsh flag on behalf of Cardiff wherever we go".

The move has prompted both support and anger among the club's fan base.

Gwyn Davies, of the Valley Rams Supporters Club, accepted the change, saying: "People have calmed down and had a think about it".

"None of us want to change to red," said Mr Davies. "It's something we'll accept willingly because of the price that goes with it, and the benefits that will go with it."

But another fan, Dan Buckley, tweeted: "I loved this football club. Truly loved it from the bottom of my heart. Words can't describe how gutted I am. Sickened".

Cardiff City Supporters' Trust said it would ask its members whether or not they support the re-branding, which it described as "radical proposals from the club".

 

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  • rate this
    +11

    Comment number 96.

    The Swans got to the Premiership without selling their tradition. Such a shame that Cardiff have sold out to Malaysians with no guarantee that they will gain promotion.

    Tradition DOES matter in football.

  • rate this
    +6

    Comment number 95.

    Red may be a lucky colour in Asia but the facts are the best team in Europe (allegedly) play in Blue, and the current English champs play in Blue.

    I seem to recall Bayern were in red when Chelsea beat them too!

    we've sold our soul and will be the laughing stock of football.

  • rate this
    +2

    Comment number 94.

    While red is a valid colour, when discussing Cymru. I would have liked to have seen green or variant for their background colour? Lucky colour? Maybe? Luck is what you make of it, not using a colour. Generally, tradition in colour signifies religion; with catholics in red and protestants in blue.

  • rate this
    +4

    Comment number 93.

    What a sad day for the Bluebirds, all these PR excuses for the change of colours, complete and utter Rubbish, have these people No soul, no idea of the History and tradition of our Wonderful club.
    These superficial changes will not result in any improvement on the pitch.
    The changes also smack of New shirts equals more sales in the club shop.
    Shame on the money men and their supporters.

  • rate this
    +2

    Comment number 92.

    Blue should stay blue and not RED! Disgrace, really sad!!

  • rate this
    +1

    Comment number 91.

    Eeee is the water in the Taff red? I think not. These red- faced micks should realise they can never keep a good bluebird down. Come on you taffs!

  • rate this
    +3

    Comment number 90.

    Money talks

  • rate this
    -1

    Comment number 89.

    Red , blue, green etc. has NOTHING to do with the (so called) sport. It is about one thing and one thing ONLY. Getting as much CASH from those that PAY to SIT and WATCH! How unhealthy is that; Both from the pocket and the body! Some of these spectators look as if they are about to have heart attacks as they get so worked up mentally and physically!
    Very sad!

  • rate this
    +2

    Comment number 88.

    i agree to a certain point with you, but please, Wales is NOT an insignificant country........

  • rate this
    +4

    Comment number 87.

    theres already a welsh football team playing in red shirts with a dragon on their emblem and thats wrexham ,This is just another change for cardiff like everything else in this city its all up fort grabs if you have the cash property developers do what they want in canton now the clubs changing the colour of the shirt even Newcastle's cockney owner wouldent change their shirt.

  • rate this
    +1

    Comment number 86.

    With so many Welsh sports teams wearing red and proclaiming the dragon as their emblem, I fear that this will lead to a blur of brands which, ultimately, will help no-one very much.

  • rate this
    0

    Comment number 85.

    The sad truth is that Cardiff will be the new MK Dons. Its not even a case of being moved to a new town. You guys are actually selling yourselves for money. I can think of another "profession" that is fairly similar. Can you imagine the chants you will get at EVERY ground in the country. Also that badge makes me want to vomit. Why are they even keeping the bluebird - singing "come on you blues..."

  • rate this
    +2

    Comment number 84.

    The grey, 3 -0 down at Southampton, “We cannot see each other against the background of the crowd” Manchester United shirts are now a collector’s item.

    It’s a funny old game Saint, It certainly is Greavsie.

  • rate this
    0

    Comment number 83.

    Much has been said of footballing identity and comparing Cardiff to the most successful clubs in the EPL. Yet, Cardiff has never been a successful club in terms of silverware. The rebranding allows for a wider following that is removed from the troublesome tag some supporters have generated following 2010 mass arrests after the Chelsea game. The club needs to move on and red is the future.

  • rate this
    -1

    Comment number 82.

    OMG! Small insignificant football club from a small insignificant country makes an insignificant change to their uniform!

    Get those reporters away from covering wars, famines and economic collapses, don't you realise how much more important this is???

  • rate this
    0

    Comment number 81.

    How long ago was that John? Do you remember that? Blimey...

  • rate this
    +2

    Comment number 80.

    the UK will sell anything - nothing is sacred.

  • rate this
    -1

    Comment number 79.

    I think the Malaysian owners are up to something and we need patience - more than ever before. If we are ever to get to the Premier League, being red could psychologically help us achieve that goal.

    We also have to remember that Manchester United supporters weren't happy over the fact their green and yellow home kit had to change to red but look where they are at now...

  • rate this
    -1

    Comment number 78.

    there comes a point where you need to make way for the future - preserving a tradition just because its old doesnt mean you should be bound by it.

    If a fan cant follow a team when they change a shirt then frankly they arent a very good fan.

  • rate this
    +2

    Comment number 77.

    Tradition sold off for some foreign cash. Just like so many other things in this country. So sad.

 

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