Leeds salute and Linfield’s ‘UVF’ top: When football rebrands went wrong

But they are by no means the first fanbase to be left fuming by their club’s corporate or design plans. Here are some of the most notable recent occasions.

Northern Ireland’s Euro 2016 shirt

2016 saw NI qualify for their first major tournament in 30 years, with Michael O’Neill’s side heading to France on a wave of positivity.

But that positivity was put to the test when they released their tape for the occasion; fans were particularly bothered by a horizontal blue line across the chest of the jersey.

It was described by some supporters as “horrible” and a “perfect storm of rubbish” as an online petition to have it removed attracted thousands of signatures.

The pressure was ultimately unsuccessful and NI’s strong performance in the tournament meant that the appeal of the jersey was easily redeemed.

Leeds United’s ‘hello’ rebrand

In January 2018 – towards the end of another disappointing transfer window – Leeds United proudly unveiled their new badge design.

The announcement said they had carried out six months of research, consulted 10,000 people and were “ready for the next 100 years”, but the design went head-to-head in a wave of social media backlash.

The design – a headless torso performing a vague version of the ‘Leeds salute’ – took barely 24 hours; the club went back to the drawing board after an online petition to cancel attracted 77,000 signatures within hours.

Linfield’s ‘UVF’ shirt

Linfield, the south side of Belfast, caused controversy in 2020 when they released a purple and orange kit.

The orange was worn as a patch on the chest and led to criticism for its similarity to the flag of the loyalist paramilitary group Ulster Volunteer Force (UVF), which killed more than 500 people during the Troubles.

Alliance deputy leader Stephen Farry said at the time: “The resemblance to the UVF colors is too striking. Many other colors and designs are available. Why leave the ambiguity and the risk of offending so many?”

Kit supplier Umbro have distanced themselves from the design, apologizing “unreservedly” for any offense caused and refusing to promote the kit via their social media channels.

Linfield said any resemblance to the UVF flag was “coincidental and unintended”. Within days of its release, the kit sold out on the club’s website.

Cardiff City Dragons

In 2012, Cardiff City Malaysian owner Vincent Tan announced that he would change the team’s shirt color from blue to red, along with a new badge featuring a red dragon and the mantra “Fire and Passion”.

Then-chief executive Alan Whiteley said the idea was to broaden the club’s appeal, but it sparked anger among Bluebirds supporters.

The movement was relatively short-lived; the club announced in January 2015 that they would return to playing in blue with immediate effect.

By the next home game, they were back in blue, with the badge retro-fitted to the traditional Bluebird.

Red Bull Salzburg

When it comes to rebranding, Red Bull is in a category of their own.

Austria Salzburg’s rebranding as Red Bull Salzburg in 2015 was all-encompassing; the badge was redesigned using their logo, the stadium was renamed and supporters were banned from wearing the colors of the old club.

Disappointed supporters broke away from the club and formed a phoenix club to protect their traditions. The club has now reached the Austrian second division.