When Manchester City announced a redesign of its iconic club crest, it set off a wave of reactions from both fans and the marketing world. Changing a logo is no small feat, especially for a club with a fiercely loyal fanbase. Not only does it affect merchandise sales—where fans are “forced” to buy new shirts, scarves, and hats to keep up with the latest fashion—but it also brings into question how this shift will impact the more permanent expressions of fandom: tattoos.
For the fans who have already tattooed the old logo on their bodies, the dilemma is real. Do they let their tattoo become a relic of the past, or do they opt for the costly and painful procedure of removing it with laser treatment? As an innovative solution, Manchester City has decided to offer fans the opportunity to either have their tattoos removed or modified to incorporate the new logo, all at the club’s expense.
This bold move is both a testament to the club’s commitment to its fanbase and a savvy marketing decision. The club recognizes that its most dedicated supporters have made a lasting commitment to the team, literally tattooing their love for the club onto their bodies. By offering this service for free, Manchester City is not only retaining their loyalty but also reinforcing the idea that the club values its fans’ dedication, even in the most permanent forms.
This initiative will undoubtedly be costly for the club, especially considering the expenses associated with both tattoo removal and modification. However, City’s financial position is strong, especially following their recent sale of a 13% stake in the club to Chinese investors for a hefty €400 million. The windfall from this deal will likely ease the financial burden of this initiative, making it a strategic investment in fan loyalty.
The redesign of the club crest itself is subtle but significant. The new logo will be slightly more curved than the current one, drawing inspiration from the club’s historic emblems. Speculation suggests that the new logo may also feature a mountain at its center, symbolizing the club’s incredible transformation and rise from the depths of mediocrity in 1999 to its present-day success. The mountain could serve as a metaphor for Manchester City’s journey, representing the peaks and valleys of the club’s history, and adding an emotional layer to the new identity.
While fans will still have the option to keep their original tattoos, many may opt for the modification, turning a symbol of the past into a personalized tribute to the club’s future. This creative solution, by acknowledging both the emotional and financial investment fans have made, reinforces the relationship between Manchester City and its supporters, fostering an even deeper sense of loyalty and connection.
In a world where brands and clubs are constantly looking for ways to strengthen their relationship with fans, Manchester City’s willingness to invest in such a unique and fan-centered initiative may set a new precedent for how clubs can embrace their history, brand evolution, and fan loyalty all in one.
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