‘Fire & Passion’ states the new Cardiff City badge, revealed this morning in a major rebranding of the Welsh clubs image. This new slogan could refer to one of two things; certainly, it aims to reflect the passion of its supporters in following their club, which formed in 1899 and has played in blue since 1908. However, it also ironically reflects the intense opposition that the rebranding of the club has brought with it, despite the obvious good intentions of Malaysian owners Tan Sri Vincent Tan and Dato Chan Tien Ghee.
The rebranding includes changing the home kit from the classic blue shirts to red. This colour is meant to be far more popular, and therefore profitable, in Asia, where the Malaysian businessmen hope to cash in on merchandise sales. It also involves the reworking of the club badge, with the Bluebird replaced by a Welsh dragon, in an effort to appeal to ‘attract new partners and investors’.
What the rebranding does insure is that Cardiff don’t lose their vital channel of investment. Should that have happened, their financial situation would have been incredibly precarious. Is it that these fans in opposition should simply take the rebranding on the chin, and accept that it is for the good of the club? The owners claim that the investment they are providing will help to bring in revenue which will fund transfers and progression to the Premier League, where Cardiff have tried so many times to reach yet failed to reach, having fallen at the play off hurdle.
Looking at the issue of club colours in a larger sense, one prime example is that of Manchester United. Upon the Glazer takeovers completion in 2005, the opposition from some fans was to wear scarves reflecting the original colours of their team; green and yellow. This would in an effort to safeguard the history and wellbeing of their club, and indicate that the then feared changes that would come under Glazer would not be welcome. If anything, this at least indicates the power that a clubs colour can sway within the support base
It is very clear from the statement put out by Cardiff today that the investment gained from these plans is the most positive aspect for the future of the club. As we all know, and have really since the formation of the Premier League, money talks in football, but it could certainly be seen as too far as to profit from the change of traditions at a football club.
Manager Malky Mackay said today “It’s great news that [the owners] have reaffirmed their commitment and investment which will allow us to take forward the exciting plans for the future of this football club”. The future for Cardiff is certainly looking rosier with this investment, but as their fans watch their team run out in red next season, can they still claim it to be ‘their’ team? To me, the players don’t make a team; they are paid representatives who pull on your team colours, and wear them to represent the fans. You recognise your team through their colours and their badge, and a change of these in such a drastic way must be hard to stomach.
We can only judge the success of these changes after the next few seasons. Should the investment pay off and Cardiff reach the Premier League, it will probably be dubbed a success. But should further seasons where they go close follow, it may be that the Cardiff fans question the decision to rework the clubs image.
Do you believe that the identity of Cardiff City has been lost as a result of these plans? Or is this a good move which should be welcomed by supporters?
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