Unown Posted January 26, 2004 Report Share Posted January 26, 2004 Denis Campbell Sunday January 25, 2004 The Observer The name of the First Division, which has existed since 1888, will disappear under radical plans to boost the popularity of England's Football League. The First Division is set to be renamed 'the Football League Championship', in a move that will end 116 years of football history. It has been in existence since 12 clubs came together in 1888 to form the Football League, which remains the world's oldest league competition. The tradition will finally end this autumn as part of a concerted attempt by the League to market their 72 clubs as an attractive and more competitive alternative to the super-rich Premiership. The League have hired advertising agency TBWA - who helped to reinvent clothing firm French Connection using the ###### logo - to conduct a major 'brand revitalisation exercise' on their behalf. The rebranding initiative is designed to increase the profile of the Football League and narrow the gap in money, exposure and popularity between their members, especially in the First Division, and the 20 top-flight clubs. A proposal that would lead to the Second and Third Divisions restyling themselves as the First and Second Divisions is also under consideration. Although crowds and television audiences for Football League matches have been rising steadily, many club chairmen fear that a there is a growing tendency for young people to support Premiership clubs that may be many miles away rather than their local First, Second or Third Division side. The moves will help to appease demands by clubs such as Millwall and Crystal Palace that the First Division should have more autonomy to help it to boost commercial revenue for its 24 members. Stewart Regan, an executive with brewing firm Coors, has been hired to the new post of First Division director, with a brief to increase the profile and revenue of clubs who will become the flagship of a revamped Football League. 'This is all about refreshing and strengthening people's perceptions of the Football League, which are already excellent, rather than trying to pretend that the League is something it isn't,' Richard Masters, the League's commercial director, told Observer Sport . 'We want greater control over our own destiny, a greater distinction of what the League stands for and greater recruitment and retention of supporters. 'This is a very important long-term exercise as it's our opportunity to enhance people's perceptions of the Football League and its competitions for the seasons ahead. Our aim is to establish an identity which reinforces the many positive perceptions football supporters hold about the League and also excites and entices the supporters of the future to our clubs.' Recent research by polling firm Populus commissioned by the League showed that fans and the public like and respect League football. 'They were very positive about what they see in the Division One, Two and Three championships,' said Masters. 'They see League football as community-based, as great value for money, as embodying tradition, as more family-orientated than the Premier League and more competitive than the Premier League.' The Football League Championship is emerging from a shortlist of three possibles as the likeliest new name for the First Division. It would be both new and traditional. The silver trophy that the First Division winners receive is called 'the League Championship Trophy' and has been presented for many decades. The 72 chairmen will meet on 29 April to debate a whole series of revamps proposed by TBWA, who are busy developing their plans. Final decisions will be taken at the chairmen's annual summer meeting in June and changes implemented by the start of the new season in August. A promotional campaign will market Football League games as a genuine, exciting and affordable experience and highlight the close-fought nature of the title races in all three divisions. The profile of the play-off finals will be increased, especially the one for a place in the Premiership. Sounds like a step towards Premiership Divison 2 to me. Discuss. Link to comment Share on other sites More sharing options...
Taz Posted January 26, 2004 Report Share Posted January 26, 2004 Why can't they just leave it all alone. Link to comment Share on other sites More sharing options...
Stoke_Gifford_Red Posted January 26, 2004 Report Share Posted January 26, 2004 All the more reason to City to get into the First Division. Link to comment Share on other sites More sharing options...
Cider red Posted January 26, 2004 Report Share Posted January 26, 2004 It sounds like its going to be commercialised like the premiership and div 2 and 3 wil have even less money than now , keep it as it is , changing the name isnt going to create bigger crowds. Hopefully if they do change it and its more like the premiership two that city will be in it. Link to comment Share on other sites More sharing options...
Granty Posted January 26, 2004 Report Share Posted January 26, 2004 more competitive than the Premier League.' We'll it certainly is more competitive that the Premier League. I think the notion that you can change something's name and instantly make it sound more appealing to people is strange, ITV digital sounded like a good idea on the face of it, but surely this will have the same problem as that - there are not enough 'floating fans' who want to watch 2nd and 3rd division football, unless you are a supporter of the club. Bad idea !! Link to comment Share on other sites More sharing options...
PhatWill Posted January 26, 2004 Report Share Posted January 26, 2004 The new first division director is from the brewery Coors? Isn't that an American company, bloody Yanks can stay away from our game if I'm right. Link to comment Share on other sites More sharing options...
cidergeorge Posted January 27, 2004 Report Share Posted January 27, 2004 I think Granty got it bang on there. The problem isn't with the marketing of the leagues but the it lies with the fact that most "footie supporters" "support" a premiership club that's 200 miles away and where the players have got £50k a week to live off and funny haircuts. Personally I think that a law should be passed that you have to be born within or moved to the same postcode as the team you support. (Damn I live in Liverpool!). But just to confim this I know more Man U supporters who are Irish and Welsh than from Manchester and when Liverpool play at home now, all the hotels in Liverpool get filled up with the travelling home supporters from Ireland who all have season tickets!!! Stop supporting big premiership teams 'cos they win everything and support your local team. I rather watch City than the Mancs, and it is rather enjoyable towatch the Scousers squirm as I remind them of just who Brian Tinnion is (he he he) C'mon City Link to comment Share on other sites More sharing options...
Riaz Posted January 27, 2004 Report Share Posted January 27, 2004 All the more reason to City to get into the First Division. Correction: Football League Championship Link to comment Share on other sites More sharing options...
Guest WillsbridgeRed Posted January 27, 2004 Report Share Posted January 27, 2004 More reason to lose interest. More commercialism isn't what the game needs. Why can't the league market itself along the lines of community, fair play and FOOTBALL rather than flashy names and more control for 24 clubs rather than 72 Link to comment Share on other sites More sharing options...
greenun Posted January 27, 2004 Report Share Posted January 27, 2004 More reason to lose interest. More commercialism isn't what the game needs. Why can't the league market itself along the lines of community, fair play and FOOTBALL rather than flashy names and more control for 24 clubs rather than 72 Why not sanitise the game completely. We could have the game divided into 4 quarters of 22.5 minutes, timeouts, umpires and video replays deciding any contentious decisions. I can see it now..........SHIMMER, SHIMMER, SHIMMER (well this isn't LucasFilm you know"!) Commentator: "There's a penalty flag on the play, which way's it goin'?" Umpire: "Personal foul, Peacock, Offense, five-yard penalty, kick-for-free". Link to comment Share on other sites More sharing options...
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