March 29, 2024, 06:29:52 AM

Author Topic: Cardiff City: 112 years of tradition lost to sponsors demands  (Read 1293 times)

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Offline Football supporter

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Cardiff City have taken the deeply controversial decision to change the club's home kit from blue to red and replace the main bluebird image on the club's crest with a dragon.

When plans first emerged to rebrand the club in such a significant way, Cardiff fans reacted angrily and signed a petition against the proposed changes.

However, Cardiff confirmed on Wednesday morning that they would be pressing ahead with the plans instigated by investors Tan Sri Vincent Tan and Dato Chan Tien Ghee and released a photo of the new kit and the new badge, which relegates the bluebird to the bottom.

In addition to the new kit, the club have announced plans to build a brand-new training ground, pay off the historical Langston debt, provide manager Malky Mackay with a substantial transfer kitty and explore the possibility of expanding the Cardiff City Stadium.

A statement read: "From the start of the 2012/12 season, Cardiff City's primary home colour has been changed to red, while the squad will wear blue shirts as an away option. A third change kit will be shown here at a later date.

"Our investors have been impressed with the passion and commitment from Cardiff City supporters for their team and want to harness these strengths to create an affinity between the club and the cultures of Wales and Asia. With that in mind and as a part of the significant investment made to give the club the best chance of succeeding in this area, they believe very strongly that there is a need to make some radical, but important changes to our brand.

Cardiff have taken the controversial decision to change their home kit from blue to red and replace the bluebird on the crest with a dragon. - 2 "Key to the strategy is to ensure that the club representing as it does the capital city of Wales projects a national identity which will resonate with potential audiences abroad.

"The colour red is widely recognised as being synonymous with Welsh culture and heritage, with Cardiff the proud capital of the country. The colour also holds strong spiritual significance in Asia, where it is seen as a symbol of prosperity, power and good fortune.

"It is believed that this fusion of identities and values will reinforce our strength as a visual brand across both cultures. As outlined in the club statement, Cardiff City, through our investors strong connections will be exploring ways in which to maximise brand awareness of the club across Asia, thereby delivering local success."

Cardiff say that the change in kit comes as part of a "major and significant" investment in the club which will help alleviate financial troubles.

The club said: "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 Sam Hammam which we believe is both fair and reasonable.

"Whilst not yet concluded, we hope that both Langston and Sam will react positively and favourably to allow this long running and distracting saga to be finally closed which will be to everyone's benefit. We know that Sam has always expressed his passion for this club and has said that he will always be a lifelong friend of Cardiff City. We hope that this sentiment will shine through accordingly and look forward to welcoming him at our ground as a guest of honour in the near future."


From a marketing point of view, changing the kit to the National Colour and placing the Welsh Dragon on the badge makes sense. The dragon will, no doubt, appeal to new fans from the Far East.

Tradition doesn't appear to have any financial value these days. But I think they could have achieved similar effects by using a red kit as an away strip. The second strip could even have been designed to reflect the Welsh flag. No one cares about the 2nd strip! And placing a Welsh dragon on the badge isn't a bad idea. But placing the Bluebird at the bottom of the badge almost as an afterthought is not good. Cardiff City are known as The Bluebirds. Will the nickname be corporately removed next?

Football clubs are just commodities to foreign investors. Over time, the traditional colours and names will be forgotten by new generations. Maybe it doesn't matter. But supporters are proud of their teams histories and traditions. Its part of being a fan.

I never agreed with teams naming their stadiums after sponsors, but usually this was done when new home stadiums were built, so there's some logic to it. But Arsenal never playing at Highbury again didn't feel right to me.

Imagine Man Utd playing in blue as a home kit, or Norwich not wearing yellow, or QPR not wearing hoops, or Newcastle not wearing stripes?

I know teams mess with kits sometimes, but they usually retain some remblance to the original colours.

Offline Tenorsaw

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Re: Cardiff City: 112 years of tradition lost to sponsors demands
« Reply #1 on: June 06, 2012, 10:24:53 AM »
Selling yuh soul or $en$e?  Imagine the uproar if Liverpool were to get rid of the Liver bird?  There's gotta be a balance, and sponsors must understand this.  You telling me management couldn't find a compromise?
« Last Edit: June 06, 2012, 10:27:09 AM by Tenorsaw »

Offline royal

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Re: Cardiff City: 112 years of tradition lost to sponsors demands
« Reply #2 on: June 06, 2012, 11:00:32 AM »
Apparently,there is some spirituality thing with colors for people from Asia.Although the Cardiff situation is obvious,at other clubs they change the decor from office to training ground to stadium to colors they prefer.

Offline Andre

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Re: Cardiff City: 112 years of tradition lost to sponsors demands
« Reply #3 on: June 06, 2012, 11:24:05 AM »
he who control the pursestrings have the power.

they have to do wha de chinee dem say now.


Offline royal

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Re: Cardiff City: 112 years of tradition lost to sponsors demands
« Reply #4 on: June 06, 2012, 01:38:13 PM »
Imagine changing QRC,CIC,Fatima,Pres or Naps colors.Dat go be sacrilege

Offline Deeks

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Re: Cardiff City: 112 years of tradition lost to sponsors demands
« Reply #5 on: June 06, 2012, 02:31:03 PM »
Imagine them being demoted because they have no money to buy players to compete. The red and black would be cool for TT.
« Last Edit: June 06, 2012, 02:33:07 PM by Deeks »

Offline Bakes

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Re: Cardiff City: 112 years of tradition lost to sponsors demands
« Reply #6 on: June 06, 2012, 04:29:59 PM »
Selling yuh soul or $en$e?  Imagine the uproar if Liverpool were to get rid of the Liver bird?  There's gotta be a balance, and sponsors must understand this.  You telling me management couldn't find a compromise?

Well we did get rid of the Shankly gates and flames this season, didn't we?

Offline Football supporter

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Re: Cardiff City: 112 years of tradition lost to sponsors demands
« Reply #7 on: June 06, 2012, 05:03:11 PM »
Selling yuh soul or $en$e?  Imagine the uproar if Liverpool were to get rid of the Liver bird?  There's gotta be a balance, and sponsors must understand this.  You telling me management couldn't find a compromise?

Well we did get rid of the Shankly gates and flames this season, didn't we?

True, but they were relatively recent additions. The Liver Bird, like the Bluebird has been around since day 1. I have no problem making changes, but certain symbols are sacrosanct. Look how tiny the bluebird is on Cardiffs badge.

Offline Deeks

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Re: Cardiff City: 112 years of tradition lost to sponsors demands
« Reply #8 on: June 06, 2012, 05:06:50 PM »
enter the Asian Dragon....... with plenty money.

 

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