Tag - football marketing

Aborted strategies: when rebranding in football backfires

Sinu Kook2025-09-03T08:13:56+00:00Every club dreams of having a modern, recognisable image, but when a rebranding operation clashes with the historical and emotional identity of its supporters, it can quickly become a serious misstep. Several recent examples show how, in football, the passion of fans remains an unyielding barrier, even in the face of market demands and the pursuit of visibility. Cardiff City: from blue to red… and back again In 2012, Vincent Tan decided that Cardiff City would change its skin, switching from its...