How much money would it take for you to
compromise your principles?
Courtesy: itv.com |
Plans
for the changeover have been shelved after a leaked document led
to uproar from fans.
This is hardly the first time that
clubs have dispensed with tradition for the sake of finance. In
Australia, Carlton Football Club once changed
their navy blue strip to royal blue because M&Ms wanted to
introduce Blue M&Ms to Australia. Fans puked (the club's
nickname is the Navy Blues) but swallowed the sponsor dollars.
Only a year or two later, Geelong footballer Garry
Hocking changed his name to Whiskas (a popular brand of cat food)
to earn his debt-ridden club a hefty sum.
While both these instances were
temporary, occurred half a world away to clubs who seriously
needed coin, Cardiff
City's financial situation is hardly tip-top. This means the
failed re-branding could have serious implications for the club's
continued stability in the future. Cardiff's Malaysian owners have
suggested as much in an open letter to fans.
The thought of such “branding”
makes one only too aware of the pure economics underlying the sport.
I would hate to see the club changing to a red dragon motif simply
for the sake of it; even typing the word “rebranding” in a sports
paradigm makes me feel dirty.
But the commercial reality is that
Cardiff City (like many football clubs) have already marginally
compromised the integrity of their kit by selling it as a billboard
for sponsors. As we can see with Barcelona, Unicef and the
mysterious Qatar Foundation, once changes like this are made – no
matter how laudable – the game becomes less about crosses and more
about balance sheets.
Teams have almost always used their
strip to generate income. The site Historical
Football Kits describes the changing face of team uniforms over
time and you watch a match or visit a football website without
multiple ads asking you to “support your club and buy their 2012-13
kit NOW!”.
In reality, what Cardiff City's owners
planned to do was just a more clumsy and blatant version of what
almost every league club already does: subtly changing and altering
their team kit every season to generate revenue. These kit changes
are driven by a market – and so was the idea behind Cardiff City
Dragons (no matter how
potentially flawed that market research may have been).
While not wanting to see the Bluebirds
disappear, the industry realities behind the supposed change are
immutable. It was pleasing to see fans “win out” and keep their
Bluebirds blue; however, the change that didn't happen may end up
being a watershed, looked back upon as a great “what if”.
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