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Bluebirds turn red

They are known as the Bluebirds, but not for much longer. Cardiff City confirmed that they will be discarding their traditional blue shirts and wearing a red strip from now on.

The radical change is part of a "brand makeover" under the club’s new Malaysian ownership. The plans also include developing a new training ground, expanding the existing stadium and giving manager Malky Mackay an extensive transfer budget. Cardiff made the Carling Cup Final and the play-offs last season, but the new owners are determined to secure Premier League status.

The colour change will be the most contentious development. Chief executive Alan Whiteley attempted to head off opposition from fans. "We are only too aware that the change of colour is a radical and some would say revolutionary move," he said, "which will be met with unease and apprehension by a number of supporters, along with being seen as controversial by many. This was not a decision that has been taken lightly or without a great deal of thought and debate."

On the surface it seems like an attempt to make Cardiff a club version of the Wales national team, with the same red shirts, a dragon motif and the motto "Fire and Passion". Swansea fans might point out that their club is already in the Premier League, so deserves recognition as the senior club in Wales.

Whiteley employs marketing jargon to explain changes "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."

Explain that to the tens of thousands of fans with redundant blue shirts in their wardrobes.

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