Assem Allam says rebranding Hull City will help the club widen its international appeal.As exclusively reported by the Mail this morning, owners Assem and Ehab Allam have confirmed their intention to change the official name of the club to Hull City Tigers.
They will place the emphasis on promoting their "Tigers" identity and drop "AFC" from the club name.
The confirmation comes after weeks of speculation following increased club use of an amended club badge.
Now, the Allams have confirmed they have made a conscious decision to drop "AFC" – first used when the club was established in 1904 – from all club branding going forward.
Instead, they will refer to and market the club as "Hull City Tigers" locally, and "Hull Tigers" nationally and internationally.
Vice-chairman Ehab Allam confirmed that although "AFC" will remain on the club badge for shirts this season, it will be removed thereafter.
He says any possible further amendments to the club badge will be consulted upon with fans, but stressed the club's current identity change was being made for business reasons.
"We have dropped the AFC as it is something which has become redundant," said Ehab Allam.
"If anything, we have looked to strengthen our club brand and identity and we have gone back to stripes on the kit for the Tigers this year.
"The identity of the club is the Tigers, the stripes, and the colour scheme of amber and black, which remains.
"We just feel that, now being on the international stage, we need to strengthen the brand identity.
"AFC is redundant, it is not used by the club, the fans never mention AFC, nor do the media.
"We have dropped something that is redundant, that is of no value, and is of no use."
While stressing the club will use and actively look to promote the "Hull City" and "Hull City Tigers" brand, Allam accepts nobody outside of the organisation can be forced to follow suit, and says he expects many fans to continue calling the club "Hull City".
"People have the right to call the club what they like, it's their club," he said.
"We are not going to fans and saying they all have to refer to us in the same way.
"They call it what they like, we will do the same, but it is for commercial reasons that we are choosing this branding. When it comes to business, there is a certain strategy."
Owner and chairman Assem Allam insists the change will help the club widen its international appeal, admitting he would prefer the club to be known simply as Hull Tigers.
"Hull City is irrelevant. My dislike to the word City is because it is common," he said.
"City is also associated with Leicester, Bristol, Manchester and many other clubs.
"There are so many teams with the same identity, it is irrelevant. "I don't like being like everyone else. I want the club to be special.
"In the commercial world, the shorter name, the better. The more it can spread quickly.
"I have always used short names in business. It gives you power in the science in marketing. The shorter, the more powerful the message. In Tigers, we have a really strong brand.
"It is about identity. City is a lousy identity. Hull City Association Football Club is so long."
Managing director Nick Thompson, who confirmed the club matchday programme will be entitled "Up The Tigers" this season, with no reference to Hull City, said he remains aware of fans concerns over the change, with many already voicing their opposition.
However, he has urged them to allow time to get used to the change, and pointed to the fact that the club badge has changed many times over the 109-year history – although always centred on Tigers.
"I'd urge fans to judge it in the fullness of time," he said.• The poll is now closed. Results will be published in tomorrow's Mail. Thanks to all who voted.
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