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SBD Global/August 12, 2013/Franchises
English Premier League Side Hull City AFC To Be Renamed Hull City Tigers
Published August 12, 2013
BRANDING CHANGE: The BBC reported any references to AFC on club branding "will be phased out, but will remain on the shirt crest during their first season back in the Premier League." Allam "wants to market the club as Hull City Tigers locally and Hull Tigers to national and international audiences." Allam said, "In the commercial world, the shorter the name, the better. The more it can spread quickly. My dislike for the word 'City' is because it is common. I want the club to be special. It is about identity. 'City' is a lousy identity. Hull City Association Football Club is so long" (BBC, 8/9).
MIXED REACTION: The LONDON TIMES wrote Allam bought Hull in '10 following its relegation from the top flight and his investment "is credited with saving the club from a significant financial crisis." Hull City Official Supporters' Club member Bernard Noble said that "he had mixed feelings about the decision." Noble: "My personal opinion is I'm disappointed because I'm a bit of a traditionalist. But this guy saved us from liquidation and administration and it's his club. I will still say 'I'm going to watch City,' 'I'm going to watch the Tigers,' 'I'm going to watch Hull.' I will say that and so will many other people. As far as Hull City Tigers is concerned, the fans -- the 25,000 people who will be there for the first home game against Norwich -- they'll say 'I'm off down to watch City'" (LONDON TIMES, 8/9). In London, Louise Taylor reported Vice Chair Ehab Allam "defended his father's decision." He said, "The identity of the club is the Tigers, the stripes and the colour scheme of amber and black. People still have the right to call it what they want, it's their club -- but we are doing this for commercial reasons" (GUARDIAN, 8/9).