Dear WSC
I read with interest Paul Joyce’s article concerning the rebranding of SSV Markranstadt as RB Leipzig in WSC 273. Only this summer it was rumoured that my club Southampton would be saved from extinction by becoming co-opted into the Red Bull sporting portfolio. While the team colours, fitting snugly with the brand, would not need to change the adding of the Red Bull moniker seemed a step too far. Surely something would be lost in fusing a global brand, with all its focus-grouped values and marketing spin, to a football club; an act of historic vandalism similar to replacing stained glass windows in a church with double glazing while nailing a satellite dish to the spire. The internet debate suggested, however, that many Saints supporters were happy to trade naming rights in exchange for the club’s survival. The same supporters had several years previously reacted angrily against a corporate branding of St Mary’s Stadium as simply the “Friends Provident Stadium” with the ensuing negative publicity resulting in a U-turn with the addition of St Mary’s to the title. Corporate patronage is not as new as we would like to imagine. The P in PSV Eindhoven stands for Philips, as in the Dutch electrical giants, with the club’s home games at the Philips Stadion. Indeed, many clubs have benefited from long-term relationships with business which may be far preferable to other ownership and financing options; a quick glance around the leagues reveals several fates far worse than “Red Bull Saints”. Football may be just a game to some but following our team is about being part of a community, feeling a connection with the friends and strangers stood next to us at the ground. It is a thread linking us to people looking out for the score on a TV screen or in a newspaper on the other side of the world. Brands by their nature seek to harness and transform these feelings to translate them into profit, in the process sullying the very spirit of our club. Barcelona’s motto is “more than a club”. Every clubs motto should be “more than a brand”.
Neil Cotton, Southampton
Search: 'Leipzig'
Stories
Having acquired sporting representatives in Austria and the US, Red Bull have turned to Germany. Paul Joyce assesses the fallout
No city exemplifies the decline of East German football since reunification more starkly than Leipzig. Lokomotive Leipzig, European Cup-Winners Cup finalists in 1987, went bankrupt in 2004 and had to restart at the bottom of the league pyramid. They now play in the same fifth division as former GDR champions Sachsen Leipzig, who entered insolvency in March with debts of €3 million (£2.7m).
The fall of the Berlin Wall spelled the end of the Oberliga. By Paul Joyce
The long-term significance
The opening of the Berlin Wall on November 9, 1989, meant free movement for players and fans – and the end of the Oberliga. As reunification gathered pace, the collapse of state organisations that sponsored GDR clubs plunged football in eastern Germany into a financial crisis from which it has yet to recover.
Paul Joyce reports on Austrian clubs selling their indentities
If your average attendance is only 800, it might seem unwise to hint to supporters that there are better ways of spending their free time. Yet this is what happened in March, when Austrian second-division side SC Schwanenstadt changed their name to SCS bet-at-home.com. It could have been worse. “It was important for us to maintain the club’s identity,” enthused Klaus Gruber, marketing manager of the online betting company behind the rebranding. “That’s why we kept their initials at the front.”
Seven years after England’s last bid to host a World Cup failed, along comes another one, with the plans so far to go it alone once more. Mark Perryman thinks it’s the wrong bid at the wrong time
Few England fans would pass up the chance of their country hosting the 2018 World Cup. But why is the campaign drum being beaten now, when the 2014 hosts are yet to be selected and doubt is being heaped on South Africa’s abilities to hold the next one?