Chief executive Alan Whiteley believes Cardiff's decision to change the colour of their home kit from blue to red represents progress rather than a disregard for the club's traditions.
The Bluebirds' Malaysian owners formally unveiled a new image for the club via an announcement on the official website, cardiffcityfc.co.uk, on Wednesday morning, stating that the changes would take 'immediate effect'. Whiteley insists the move will make the Bluebirds more attractive commercially and therefore help the club in its bid to reach the Barclays Premier League.
He said: "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."
The switch - which also includes a new club crest incorporating a main image of a dragon, with a small bluebird inserted underneath, and carrying the slogan 'Fire and Passion' - is designed to make Cardiff more marketable in Asia.
In addition to the new kit, the club have announced plans to build a brand-new training ground, pay off the historical Langston debt, provide manager Malky Mackay with a substantial transfer kitty, and explore the possibility of expanding the Cardiff City Stadium.
Whiteley added: "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.
"But at the same time, we also have to be prepared to be realistic and progressive. 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.
"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."
Whiteley insists he and the rest of the board of directors will continue to uphold the club's heritage and is confident that, in time, supporters will accept, and welcome, the changes.
He said: "As a board, we believe these changes, in the light of the benefits that will be demonstrably delivered, have been or will be accepted by the vast majority of supporters as judged in the light of the numerous emails and letters of support, backed by recent poll results from the Supporters Club and Media Wales."
Comment 1 - 8 of 8
If the Malaysian owners are so adamant about changing the club colours to red for luck and for better market ability, then why do the Malaysian football team play in yellow as their home kit and blue as their away? Thai people know them as the yellow team ! can someone answer me this please.
I wouldnt care if we wore pink shirts, as long as we could afford decent strikers, and reach the promised land of the top division, we are still Cardiff City. We for too long been playing beneath ourselves, with a catchment area like ours, we should be up there. I for one welcome the money the club will get, perhaps it make us victorious.
Why not an elephant on the badge?
I live in China and hail from the Cardiff area. Saying the dragon and red are symbols of Asia is like saying green and leeks are the symbols of Britain. Malaysia is another country with no association with China or Japan, the two biggest footballing nations in Asia, other than they are all in the Asian continent. I agree there is a big untapped market in China, but until Cardiff become English Premier League and with names like Chelsea, Manchester United and Manchester City then it is like putting the cart before the horse.Another example of forward thinking with backward minds!
I've been a supporter since teh 1950's, not that that gives me any more rights to speak, but it does allow me to use what I know. CCFC have played at Wembley, as the home team, in black. I can remember a yellow shirt with a purple diagonal stripe being used at home in the 70's. I can also remember a white/pale grey shirt with red and black collar and cuff trim being used and one with SuperTed on it.. We won the FA Cup in a shirt with the City of Cardiff crest. We weren't Cardiff City until 1908, we were Riverside Rovers playing in chocolate and amber quarters from 1899. History will always be there, so will heritage but it is the future that is important and that is where we need to concentrate our thoughts. A lot of nonsense has been said and written about the importance of the blue shirt, the logo etc. The club is still Cardiff City and always will be. There is no reason why the team can't still be called The Bluebirds. Look to the future, because that is where we are going. and it's red.
wrexham wear red cardiff wear blue sell out. you can not defend that
its a disgrace im a cardiff supporter we have allways been the blue birds not the dragons if i wanted a red shirt and dragon i would wear a scarletts rugby shirt
I'd say they are poor excuses... there's no excuse for changing tradition. Don't sell out just to make an extra buck or appeal to an overseas market. Very poor move, feel really sorry for Cardiff supporters today.
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