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SBD Global/June 7, 2012/Marketing and Sponsorship

Cardiff City Confirms Change To Red Kit From Traditional Blue

Cardiff City FC will now play in red rather than their traditional blue kit after the club's Malaysian owners "formally unveiled a new image for the Welsh side," according to the PA. The switch "also includes a new crest" and takes effect immediately. The club have unveiled three new strips -- a red home shirt, a blue away strip, and a third kit, which is mainly black. The new kit features a redesigned badge, "incorporating a main image of a dragon, with a small bluebird inserted underneath," and carrying the slogan "Fire and Passion." In addition, the club has announced plans to "build a brand-new training ground," pay off their debt with the Langston company, provide the Manager Malky Mackay with a substantial transfer kitty, and explore the possibility of expanding the Cardiff City Stadium." The move came less than a month after Cardiff Chair Dato Chan Tien Ghee said the proposal to change to red shirts had been dropped due to "vociferous opposition" after the plans were leaked (PRESS ASSOCIATION, 6/6).

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).
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