Our Badge – A Statement From CFU
It comes as no great surprise that moves to change the club’s badge have been met with considerable hostility. The subjects of badge, colours, ground and all symbols of tradition matter to all fans who follow their clubs with devotion for decades which become part of their lives and personal histories. These matters were recognised as vital by the Fans’ Led Review and the Golden Share concept exists to protect the right of fans to have a say in decisions to alter any of these things. The fact that Cambridge United are the first English club to involve a Shadow Board in discussions about club policy speaks volumes about the club’s desire to work in harmony with us, a hugely loyal and passionate fanbase. We are certain that the club will take note of the very negative response to the badge proposal.
The previous survey indicated that there is no particular loyalty to the existing badge but it seems to be more popular than the one just proposed. There is a good case for change, certainly commercially but also in terms of natural evolution. Our badge has changed several times. Some were lovely. Others not. However, fans want to see their club being as successful as possible and competing with clubs with much bigger budgets and attendances. Rebranding and broadening the appeal of the club make good commercial sense. But it only makes sense to fans if they like what they see.
Therefore, it seems essential that the club should heed the views of the fans and those who represent them. The proposed survey will no doubt help with this but the perception of many fans that the proposed badge is a ‘fait accompli’ is a damaging one. We hope and trust that fans will be offered some choice in the final design so that they can take ownership of, and pride in, it.
Great clubs are those where they and their fans are truly United in Endeavour.
Andrew Stephen, Chair of CFU.