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Cardiff City: Beggars CAN Be Choosers ?!?

Cardiff City FC have abruptly halted the hugely controversial plans to replace the 'blue` identity of the club with a new red theme - likely to appeal to Asian markets. The decision was thought to be going ahead despite fans, former players and various media sources denouncing the move. However, as a result of the outcry, a club statement revealed that the re-brand was off - but that serious consideration would now be given to the future.

The resistance to the changes is predictable and understandable, but there simply seems no alternative option to the planned investment and share equity conversion by Vincent Tan. Having competed at the top of the Championship for a number of seasons now, it`s easily forgotten that we are a club massively burdened with debt. The £750K outlay for Ben Turner seems an excellent buy, but was sanctioned by our backers as we continue to operate with heavy losses.

Although we seemingly have no alternatives, our relationship with Vincent Tan and Dato Chan Tien Ghee has been excellent. I have been hugely impressed by their continued commitment whilst undergoing a huge amount of due diligence. Rather than the slapdash, media hungry leadership of the past - their tenure has been professional, sensible and with a clear strategy and approach. We have been in good hands, people who desire to be competitive and successful in the Premiership - and have the ability and finance to achieve that.

Whether we like it or not, Cardiff City FC are at Vincent Tan`s mercy. If he chose to walk away, we would see administration if not liquidation in the very near future. He will be desperately disappointed that his commercial strategy and vision to turn Cardiff City into a successful club and brand was rejected. His reputation suggests he is not used to failure, and if he saw this re-brand as crucial to our future, and that having been point-blank rejected - then what is left for him?

The re-brand was badly managed, there is no doubt about that and it seems the CCFC leadership is livid about the leak. Instead of a managed release, there was suspicion, confusion and lies all of which led to a disastrous situation which has seriously undermined and destabilised our club.

The bluebird is integral to our identity, but we should absolutely be looking to maximise our appeal and target markets within South Wales, the UK, Europe and Asia. Every brand undertakes re-branding, it is imperative to a successful image and performance. There will be those who disagree, but with input from Tan, TG and the likes of Whiteley, Borley and others at the club - it seems certain that a compromise can be found. Some of our fans have a huge sense of self importance, and whilst no football club can afford to alienate a large proportion of it`s fans - I hope there are enough who realise that change is inevitable, and can be entirely positive and beneficial. The majority hope that the relationship between Cardiff City FC, our backers and Malaysia will remain, and our progress on and off the pitch can be continued. We`re all on the same side, and that`s a lot more than can be said for many football clubs…




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The Journalist

Writer: Bluebirdshroom Mail feedback, articles or suggestions

Date:Friday May 11 2012

Time: 10:07AM

 

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