MLS
A CREW, A BRA “AFTER CLEVELAND BROWNS OWNER JIMMY HASLAM PURCHASED THE SIDE, RELATIONS SEEMED TO BE HEALING.”
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his seems to be the general thought process of every befuddled Columbus Crew soccer fan when the club in April announced another rebranding. While former US Men’s National Team forward/ current ESPN pundit Taylor Twellman’s words were meant to point out the problems of the USMNT, they have certainly been applied to other curious decisions made by those in power in the soccer world. The Crew’s rebranding then re-rebranding is just the latest example of the battle between soccer marketing/branding and soccer traditionalists. So why is there a divide between the two concepts? On the periphery it would appear that the two would have a lot in common. Both parties want their clubs to succeed, to win titles, to be good representatives of the community, and ultimately have a good product that more people will want to see live and wear their items. That seemed to initially be the relationship between the Columbus Crew ownership and supporters. After former owner Anthony Precourt and Major League Soccer attempted move to Austin failed and Cleveland Browns owner Jimmy Haslam purchased the side, relations seemed to be healing. The #SavetheCrew movement established by the supporters had completed their goal and gave the club new life. Despite COVID-19, the side flourished last season winning MLS Cup in front
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of their fans. All seemed to be right in Columbus. But behind the scenes, Crew management were planning a rebrand. According to The Athletic’s Sam Stjeskal club officials conducted a three phase approach to go over the rebranding. The first meeting was with a 2,500 person focus group; the second meeting was with Crew fans; the third meeting was with the board of the Nordecke, the Crew’s supporters group. By the time the third meeting had taken place the club had already decided to make the move. The rebrand was met with the exact reaction that one would expect. While the designs of the new logo were meant with humor from those in soccer circles, the changing of the team name from ‘Columbus Crew’ to ‘Columbus SC’ did not go over well. Nor did the three phase decision making process, cutting the Nordecke who had 18 months prior saved the club. The optics of changing the name of the reigning MLS Cup champion during the season also didn’t work in the club or the league’s favor. This isn’t the first time that an MLS side has faced backlash for a rebrand. This winter, supporters of the now CF Montreal voiced their displeasurement over the team switching from the Montreal Impact, a name that the side had used since the 1990s. MLS’ soft requirement that all teams include an FC or SC branding
