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Cardiff City rebrand comes at a cost

I heard a rumour a few weeks ago about Cardiff City changing their shirt colour and badge. I think at the time they were canvassing fans’ opinions on the matter. I thought ‘no chance’. So I’m surprised to see the club announce this week that they would indeed be changing their badge and playing in a red home kit next season. Maybe I shouldn’t have been so surprised.

Cardiff City, also known as the Bluebirds, will relegate their famous bluebird and replace it with the big red dragon from the Welsh flag. There are other issues with the new design, poor typography and clashing accent colours lifted from the Malaysian flag. The shape is dodgy too. But all these issues are a mere annoyance compared with ditching the famous bluebird and colour scheme associated with the proud club.

New Cardiff City Badge Design

The radical move, designed to appeal to fans in the Far East, was taken by the club’s board on Tuesday and will result in a £100 million investment from the club’s Malaysian backers, Sri Vincent Tan and Dato Chan Tien Ghee. The investment will be used to pay off massive debts, improve training facilities and secure the long term future of the club. Fans also hope a significant amount will be made available for Malckay Mackay’s transfer kitty.

With the colour red and the dragon link considered lucky in the far east, the Malaysian owners think the rebrand will pay off. I’d imagine Wrexham fans, who have dragons on their badge and play in red, might disagree. But then, I expect the gamble is designed to pay off, if and when Cardiff City reach the Premier League, with the global exposure that is associated with it. Everton enjoy some Far East sponsorship but I couldn’t imagine Foreign owners ever being allowed to change their colours and badge, could you?

New Cardiff City Kit

The plans are a warning to football fans across the country as to the state of the modern game, hence why I said earlier that maybe I should have been less surprised. If Newcastle’s owner can rename St. James Park after his business, and Fulham’s owner can put a Michael Jackson Statue outside the ground then surely the Malaysian Billionaires can do whatever they like in exchange for the £100 million investment.

What’s your opinion? Is it the team’s future or the team’s past that matters more?

100 Years of history… or 100 million pounds? Vote now on our facebook page facebookcom/colourboxrocks.

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