Cardiff have sensationally changed the colour of their kit to red in a move that will anger their loyal fans.
Despite a backlash from fans over the swap from their traditional blue, the club's Malaysian owners have gone ahead with their controversial plan.
The move has been done with the Asian market in mind, where the colour has strong spiritual significance. They are also hoping that Welsh fans will welcome red given it's link with the country's heritage.
A club statement read: 'Our investors have been impressed with the passion and commitment from Cardiff City supporters for their team and want to harness these strengths to create an affinity between the club and the cultures of Wales and Asia.
'With that in mind and as a part of the significant investment made to give the club the best chance of succeeding in this area, they believe very strongly that there is a need to make some radical, but important changes to our brand.
'Key to the strategy is to ensure that the club representing as it does the capital city of Wales projects a national identity which will resonate with potential audiences abroad.
'The colour red is widely recognised as being synonymous with Welsh culture and heritage, with Cardiff the proud capital of the country.
The colour also holds strong spiritual significance in Asia, where it is seen as a symbol of prosperity, power and good fortune.
'It is believed that this fusion of identities and values will reinforce our strength as a visual brand across both cultures. As outlined in the club statement,
Cardiff City, through our investors strong connections will be exploring ways in which to maximise brand awareness of the club across Asia, thereby delivering local success.'
