Cardiff City Football Club has gone under a monumental re-branding as Malaysian investors flex their marketing muscles.




In a dramatic switch, Cardiff will now wear red colours instead of their traditional blue at home games, as well as sporting a new-look badge, marginalising their "bluebird" underneath a Welsh red dragon.

A statement on the club website read:
"Cardiff City Football Club will also reactivate re-branding proposals with a view to exploiting and maximising its brand and commercial revenues in international markets, which it is hoped in turn will bring success to the club locally, whilst also attracting new partners and investors."
Cardiff chief executive Alan Whiteley said, "Sometimes in difficult economic times and challenging market conditions, in order to attract investment to survive and progress, brave, bold and compelling decisions and sacrifices need to be taken and made. By securing this investment we can safeguard the immediate and long-term future of this club.

"The changes to the home kit and badge introduced as a consequence of the investment package are designed to help the club to develop its brand and to allow it to expand its appeal to as wide an audience as possible, with a view to delivering local success via an international and diverse market.

These bold moves are part of a strategy to push Cardiff's popularity in the Far East markets, where British football is incredibly popular.

Whilst fans, purists and traditionalists may be less than impressed (Cardiff have been the Bluebirds since 1899) club officials and ownership are fully committed to the re-branding exercise, citing the capacity for commercial growth as a key factor. Disappointed supporters have already had their say on Twitter this morning:
'I will never step foot inside Cardiff City Stadium while the club plays at home in red. Gutted and betrayed. Liars'.
And Wales rugby star Jamie Roberts posted:
'Cardiff City = Bluebirds, played in blue for yonks, synonymous with capital city club side..Red + dragon = synonymous with Wales as a country.
Makes no sense whatsoever.....throwing away decades of hard work growing a fan base in Cardiff who eat sleep and eat BLUE!...'

Read more on the Drum and the Telegraph.