Malaysia, like many scions of the Commonwealth, likes its football. Unlike other well-behaved former colonies, however, Malaysia’s affection for and aspiration to this most British of institutions manifests itself with the haphazard zeal of a dog with a full bladder.
Territory could best be marked with a player in the Premier League, but Titus James Palani seems to have disappeared. Instead, we shall have to make do with other forms of financial incontinence: AirAsia patches on referees’ uniforms, SP Setia popping up on electronic hoardings around the UK, and Tan Sri Tony Fernandes issuing cheques with the same wanton abandon as his tweets.
Tan Sri Vincent Tan – the common prefix doing a fine job of hammering home the post-gentrification appeal of football clubs as billionaires’ playthings – is well aware that Malaysians are watching. But the Berjaya head honcho’s footballing ambitions are more simmering interest than fiery passion, and his pace is deliberate.
Buying into an established Premier League club is expensive and difficult, so his solution was to shop a division lower, in the Championship. English clubs, like players, aren’t terribly cheap either – as Fernandes has proved with London-based Queens Park Rangers – so a Welsh outfit made sense. And thus Cardiff City Football Club was purchased in 2010.
But Tan’s investment was conditional. Cardiff, nicknamed the Bluebirds, had played in a kit of the corresponding colour for more than a century. Tan put his foot down – rumours of a stamp remain unconfirmed – and demanded a change in the team’s colours, failing which he would take his toys back and play elsewhere. Last week, he had to issue a denial after raising the possibility of a name change to the Cardiff Dragons.
Cardiff now sports a red kit, and received a spiffy new training ground and other shiny baubles in return. Their crest has been redesigned; it still features a bluebird, but one that now looks forlornly up at a great honking big dragon. The dragon is a Welsh institution, but the best theory doing the rounds is that the change was based on the Hokkien translation of “Bluebirds”. This is a family newspaper, however, so there shall be no further elaboration.
The best part of the new badge isn’t even the completely arbitrary motto of “Fire and Passion”. It’s the bit that says “EST 1899”, the first three letters managing to make the club seem like a shop on Old Klang Road trying desperately to convince potential customers of its pedigree – for pedigree is a fluid notion.
Cardiff is an old club. It has history, even if much of that history has been spent in the lower leagues. A revival of sorts in the past decade plateaued in the second tier of English football, where the club has remained since 2003. They were on the brink of insolvency before Tan stepped in, and continue to bleed cash – last season the club recorded a £13.6 million loss, and are in debt to the tune of more than £83 million.
Tan knows this. “Have they achieved any success under this Bluebirds brand?” he asked the BBC recently. “So why do we hold on to something that hasn’t achieved much success?”
It’s a good question, and it has much to do with the masochism inherent in following football. There are 72 clubs in the English league, and only a handful of those have a realistic shot at silverware. For fans of the others, support is a Sisyphean ritual; pleasure comes from repetition, with hope as the occasional seasoning. The only way to break the cycle, to compete with the elite, are cash injections.
This financial doping is hardly new to football – nor are changes in strip, ground or location, with vitriol to match – but something different is happening in Wales. This is an effort to make Cardiff more commercially viable, the distillation of a club into a brand that can be tweaked before the global marketing offensive begins.
It must be pointed out that Cardiff, losers at the playoff stage in each of the past three seasons, is now on course for automatic promotion to the Premier League. To some fans, top-flight football is worth any change. To many, however, it is too much to ask, tradition and identity too steep a cost for a shot at success.