Football League moots name change

The Football League is considering changing its name as part of an overhaul of its brand and marketing strategy, to be orchestrated by TBWA/London.

The organisation handed its branding and advertising work to TBWA after a five-way pitch called in September (MW September 25). TBWA pitched against Team Saatchi, Octagon, Futurebrand and one other agency for the business.

TBWA will create a brand identity for the Football League and separate identities for each of its three leagues, with the first division to be launched as the “flagship” brand. The agency has been asked to look at the name and the visual identity of the organisation and the three leagues in order to “reinvigorate” lower division football.

The agency will also plan the marketing and advertising campaign to promote the relaunch.

An insider says the Football League lacks an identity at the moment, having dropped out of common parlance now that the League Cup is known as the Carling Cup and the first division is called the Nationwide League.

The organisation is considering above-the-line advertising, although the bulk of the marketing is likely to be carried out in the form of advertising and promotions at the League’s stadiums, and via press coverage.

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