Eggman
Well-known member
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 FCUK 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.
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 FCUK 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.
