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Hull City are grabbing the tiger by the tale – and adding Tigers to their official name.
Nicknamed the Tigers and with their famous amber and black colours, the club has been known as Hull City Association Football Club since it was founded in 1904.
The AFC tag is being dropped, with the club now to be known as Hull City Tigers.
Assem Allam, the Egyptian-born businessman who took the club over in 2010 and saved them from financial crisis, declared: "Hull City is irrelevant.
"My dislike for the word ‘City’ is because it is common.
"City is also associated with Leicester, Bristol, Manchester and many other clubs.
"I don’t like being like everyone else. I want the club to be special.
"It is about identity. City is a lousy identity. Hull City Association Football Club is so long.
"In Tigers, we have a really strong brand."
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Bernard Noble of the Hull CityOfficial Supporters’ Club admitted he was not entirely happy with the rebranding but nevertheless expressed support for Assem Allam.
"My personal opinion is I’m disappointed because I’m a bit of a traditionalist," he told BBC Radio 5 Live.
"But this guy saved us from liquidation and administration and it’s his club.
"I will still say ‘I’m going to watch City’, ‘I’m going to watch the Tigers’, ‘I’m going to watch Hull’. I will still say that and so will many other people.
"As far as Hull CityTigers is concerned, the fans – the 25,000 people who will be there forthe first home game against Norwich – they’ll say ‘I’m off down to watch City’.
"There will be disappointment there but I think we will realise that going into the Premier League we want to be a bit different, and hewants to be that bit different to get the business up and running.
"He’s a very, very successful businessman."
Allam’s son and vice-chairman Ehab Allam defended the decision to drop AFC from the club’s name after 109 years.
"We have dropped the AFC as it is something which has become redundant," he said.
"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."
However, Ehab Allam admitted the club could not force people to accept the rebrand.
"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."
Any references to AFC on club branding are to be phased out, although AFC will remain on the shirt crest during their first season back in the Barclays Premier League, before being removed from the 2014/15 campaign.
Allam wants to market the club as Hull City Tigers locally and Hull Tigers to national and international audiences.
"In the commercial world, the shorter the name, the better. The more it can spread quickly," said Allam, who took over the Tigers in 2010 following their relegation from the top flight and whose
"I have always used short names in business. It gives you power in the science in marketing. The shorter, the more powerful the message," he said.