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SBD Global/June 7, 2012/Marketing and Sponsorship
Cardiff City Confirms Change To Red Kit From Traditional Blue
Published June 7, 2012
FANS UPSET: Meanwhile, the London DAILY MAIL reported that the move was "done with the Asian market in mind, where the colour has strong spiritual significance." The club is also hoping that Welsh fans "will welcome red given its link with the country's heritage." A club statement read: "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." However, some fans were "outraged." One fan wrote on Twitter: "I will never step foot inside Cardiff City Stadium while the club plays at home in red. Gutted and betrayed. Liars." (DAILY MAIL, 6/6). Also in London, the BBC reported that the investment plan "hopes to clear the historical debt" to the Langston Corporation, which is represented by former Cardiff Owner Sam Hammam. Negotiations have opened with Hammam and a "fair and reasonable" final offer had been made to the former Cardiff City Chair "in a bid to clear the debts," thought to be around £30M ($46.4M) (BBC, 6/6).