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

    Comment number 176.

    What a disgraceful lack of respect for the people and culture of Cardiff. If a Welshman took control of a sporting institution in Malaysia, which had a rich history spanning 100 years, and then set about dictating that a century's worth of tradition has to be altered to satisfy the whims of Welsh superstitions, would that be considered acceptable?? I doubt it. To every Cardiff fan - wear blue!

  • rate this

    Comment number 175.

    Up the Red Birds !

    I'm guessing that the 'Away' Blue kit will outsell the Red one by 100 to 1.

  • rate this

    Comment number 174.

    The value of any football club is solely in the brand.

    In the same way that merging two clubs to make one is a non-starter (e.g. in cities such as Bristol, Stoke, Sheffield, Manchester, etc.), substantial and sudden changes to the brand undermines the value of that product.

  • rate this

    Comment number 173.

    Retaining the blue bird on the new badge just looks a bit silly. Go the whole hog or not at all!

    I have to admit to being rather ambivalent to pandering to the Asian market. Clubs should focus on their own, local audience rather than trying to satisfy those on the other side of the world. Not wholly convinced any of this was really necessary. Sad, really.

    (From a Cardiff-based Liverpool fan)

  • rate this

    Comment number 172.


    Without making this personal, and as a fellow Cardiff fan & Supporter, I must urge you and others not to “Boycott” as to do so for the sake of being used to the norm of the blue, to do so could force a major rethink by its investors, leaving the club skint, please think about this before you walk away from our club.

  • rate this

    Comment number 171.

    I am not a Cardiff fan , but I urge all Cardiff fans to boycott there club until the fans have a say in how the clubs future is run. Too many foreign investors are wiping out all our clubs history. Shame on them

  • rate this

    Comment number 170.

    With all that's going on in the world, much of it really important to millions, we get an HYS about some ball-kickers wearing different PE kit to play their little game.

    I've heard the Beeb was dumbing down, but this is ridiculous!

  • rate this

    Comment number 169.

    As a Cardiff fan I am naturally concerned about any major change to the club, especially a rebranding, further more anyone cannot really blame me for the following comment; Rebranding is a risk, a big risk but at that. However not moving forward, and at least experimenting for a few years could lead to investors pulling out, I would take red shirts over a red bank sheet any day!

  • rate this

    Comment number 168.

    Err hasn't this sort of thing been going on since professional football started? Newton Heath LYR Football Club played in green and yellow I think.

  • rate this

    Comment number 167.

    It always amazes me how football "fans" bemoan the need for money whilst demanding the Club has the best players, best facilities, best management.

    It seems that "tradition" means never mind playing in League 2, we've still got blue shirts. Traditionally we played at Ninian Park; stood on terraces; we bought admission at the turnstiles.

    Let's move forward. Except Clarks' Pies are untouchable!

  • rate this

    Comment number 166.

    So let us extrapolate this idea to its logical conclusion-any team wishing to achieve success in selling merchandise to Asia (all of them, one would assume) should change their strip to red. So, each week, the Reds will play the Reds, in every division, in every country and on every continent on which football is played.
    This idea comprehensively undermines the idea of being a football supporter.

  • rate this

    Comment number 165.

    Supporters have the power. Don't attend until the decision is reversed and the bean-counter who dreamed up the idea is sacked.

    They will win.

  • rate this

    Comment number 164.

    Footballs a game.

    Cardiff is a team who play it

    100 million to stay afloat and continue to offer a reasonable team for the city.

    A change of strip whats the big deal??

  • rate this

    Comment number 163.

    Simple - Cardiff fans refuse to buy the shirt and keep wearing the old ones. We had a boycott at Wycombe a few years back when they tried to change the shirt to stripes from quarters. The club took the hint from the lost revenue and reverted to quarters after just one season.

  • rate this

    Comment number 162.

    Their most fierce rival, Swansea City FC, has it's own two year, £100 million investment plan... it is called Premier League football. And their traditional white brand is stronger than ever.

  • rate this

    Comment number 161.

    STOP PRESS!!!!!
    Cardiff City FC confirm rebranding with new red shirts.
    Looks like the BBC HYS site are employing staff from CCTV!

  • rate this

    Comment number 160.

    No one cares because it' relatively little Cardiff. What if then owners of Manchester City wanted to change the colours from Sky Blue to Islam Green?

  • rate this

    Comment number 159.

    Oh I AM glad that's sorted.
    Politicians/bankers forgiven and forgotton then?

  • rate this

    Comment number 158.

    the owners are of chinese ethnicity and their names suggest they probably speak the Hokkien dialect. This is a common dialect spoken among the ethnic chinese in Malaysia, Singapore etc and the words blue and bird when put together sound like the very rude slang in that dialect for "penis". i am sure that is why the nickname has to change for them to market cardiff city in asia

  • rate this

    Comment number 157.

    It's OK for the dragon and bluebird, but what about the poor daffodils?


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