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
    +6

    Comment number 116.

    I'm looking forward to clubs coming out dressed as Disney cartoon characters, or in the Nokia or Coca-cola colours ( or whoever sponsors them ).

    Because that's the true meaning of football.

  • rate this
    +3

    Comment number 115.

    113 comments?

    That's pretty much the entire CCFC fanbase represented on HYS then ;-)

  • rate this
    +3

    Comment number 114.

    Cardiff city have sold their soul to Mammon, disregarded their clubs heritage and gone for success at any price. Big money is ripping the heart out of Football clubs and their association with the local community. Still, as a Swansea fan, whose club is run with integrity, it gives us something to laugh at.

  • rate this
    +3

    Comment number 113.

    Most everything in this country is owned by foreign interests. Britjing.

  • rate this
    0

    Comment number 112.

    111. Yes, most Premier League clubs have had their badges changed over the last 10 - 15 years, but the change was primarily to do with the trademarking of the badges of the clubs. Most clubs badges were an amalgam of other images, or they had been used by other groups so much that protecting the trademark would've been impossible. Changing badge allows the company to trade off that mark.

  • Comment number 111.

    All this user's posts have been removed.Why?

  • rate this
    +3

    Comment number 110.

    Wow! This should enable them to dethrone the two Manceheters.

  • rate this
    +4

    Comment number 109.

    Owners, the Premier League, Sky, they don't care about fans. It's all about 'the product' and money. If the fans don't like it, walk away and form your own club. It can be done. The likes of AFC Wimbledon and FC United are the way forward for disgruntled fans. But how many have got the bottle to turn their backs on clubs they've supported all their lives?

  • rate this
    -10

    Comment number 108.

    The BBC genuinely believes that this is a newsworthy story? It is utterly puerile.

  • rate this
    +10

    Comment number 107.

    I fear that this will set a precedent amongst foreign owners.

    My club, Nottingham Forest, are currently up for sale. We're a club steeped in history with great tradition (Two European Cups, Brian Clough etc). I'd be devastated if a foreign owner came in and changed things like our kit colours and crest.

    This is a sad day for English football and, unfortunately, a sign of the times.

  • rate this
    +13

    Comment number 106.

    Talk about selling your soul!

  • rate this
    -1

    Comment number 105.

    Maybe if there was a bit more publicity/explanation afforded the public they would become more accepting. Support/commitment has been coming from Malaysian investors, has given the club a much-needed stability. The investment is not peanuts; it's huge. I'm in no way surprised that Malaysian Investors prefer red dragon.

  • rate this
    +4

    Comment number 104.

    Shocking, but then again not surprising, these foriegn owners have snaped all are clubs and are now changing things that wouldnt of been allowed if we kept to are english and welsh traditions, and all for the sake of money, whats next, maybe a name change to say " Cardiff Caburys FC" from a very unhappy man utd fan who wants rid of foriegn owners in our country of are prized assits

  • rate this
    +14

    Comment number 103.

    i think football clubs ,their owners and management are so money obsessed they would prostitute their own mothers for a few quid. no sense of real pride or history in any of them.

  • rate this
    +6

    Comment number 102.

    So, the Malaysian investors say "jump" and CCFC jumps. What next, home games the other side of the world? Unless vast sums of money are pumped into the club and a better manager sought with a proven track record of success, this scheme promises much but guarantees nothing. Sad day for football.

  • rate this
    +9

    Comment number 101.

    The investors should have been told where to go. I'm not a Cardiff City fan, but changing colours has so many bad connotations. Turncoats!

    Did they make make you roll over and beg like a good dog too?

  • rate this
    +5

    Comment number 100.

    Sell your soul to the money men. Just waiting for the stadium name change to 'Menjual Keluar Stadium'. Be intersting to see how many supporters turn up in which colour for the season ahead.

    As for it being 'lucky' - Chelsea, Man City, Real Madrid, Juventus, Borussia Dortmund, Montpellier.

    Champions League winners & Top 5 European League winners.

    None of them wear red as their first colours.

  • rate this
    +8

    Comment number 99.

    It's amazing how the new owners have stated that a re-brand is necessary for future investment.
    They could've happily kept the same kit colours and badge and made a significant investment.
    Cardiff could also have had different owners who would have maintained the club colours and made a similar investment.
    They've sold their soul.

  • rate this
    -6

    Comment number 98.

    Great news - fits Wales, fits Malaysia, who are the greatest people, and will become incredibly loyal to us. The Cardiff shirt has changed beyond recognition over the past 100-odd years. So what - it's the football that counts, not the fabric. Come on you reds!

  • rate this
    +6

    Comment number 97.

    Anyone who thinks the clubs colour needs to be changed to be successful is deluded. Why not have the away kit red? I like the red with black shorts, it's a smart kit but it's not Cardiff's colours. No need to mess with kit, it's the squad and academy that needs the investment.

    BLUEBIRDS!

 

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