Cardiff City to play in red after controversial rebrand

Cardiff City Football Club will swap its historic blue shirts for red from next season as part of a rebranding exercise.

Along with the new red home strip the club is also replacing its Bluebirds crest with a new design featuring a red dragon.

The changes have been instigated by the club's Malaysian backers Tan Sri Vincent Tan and Dato Chan Tien Ghee, who believe a new look for the club could make it more popular in Wales and overseas - particularly in the Far East where red is considered to represent 'good fortune'.

In exchange for the rebrand, which comes in spite of a backlash from supporters dismayed by the club's break with tradition, the investors have pledged to plough funds into the club's transfer kitty, pay off debt and build a new training ground.

Cardiff City's chief executive, Alan Whiteley, said: “We are only too aware that the change of colour is a radical and some would say revolutionary move which will be met with unease and apprehension by a number of supporters, along with being seen as controversial by many. To those I would like to say that this was not a decision that has been taken lightly or without a great deal of thought and debate.

"There is no getting away from the fact that history and traditions are the lifeblood of any club and as such should be jealously guarded and preserved. Both the board and our investors fully understand and respect this and will do their utmost to uphold, protect and promote the values and virtues which the club stands for.

“However, the changes are believed to be vital to enable the club to progress to the next stage in its development and very much in the club’s best long term interests. Judged in the context of the overall commitment and financial support, we believe it is the right decision for this club and where it currently stands."

The club's traditional blue colour will now be used on its away shirts.

Cardiff City chairman Dato’ Chan Tien Ghee said: “The adoption of the new badge incorporating the proud symbol of the Welsh dragon, which was the symbol on the club’s badge on the only occasion the FA cup left England with the iconic bluebird and the new red home strip very proudly places Cardiff as the capital city of Wales, whilst also recognising its history and creates a symbolic fusion with Asia which will allow us to fly the Welsh flag on behalf of Cardiff wherever we go.”

Cameron Clarke

Cameron Clarke is The Drum's Deputy Editor, and has covered the marketing industry for the title for a decade. Based in the UK, he is now primarily responsible for commissioning and editing The Drum's opinion coverage. He also writes features about brands with unorthodox approaches to media and marketing, such as Brewdog, Patagonia and De Correspondent.

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