In the 2021 season, the neutral name of clubs and teams began to be enforced, and as one of the thresholds for league entry, including the Three Professional Leagues of the Chinese Super League, the Chinese First Division and the Chinese Second Division.
For old fans, most people are still used to the previous titles, such as calling the Guangzhou team Evergrande, Shanghai Harbor is still called Shanghai, and Guangzhou City is still the R&F. For fans who don't often watch the ball, it is a little confusing at first, but after getting used to it, it will be natural.
After the club changed to a neutral name, it has little impact on the fans, and no one can control what they want to call it, but the club's loss is real. For clubs that live mainly on corporate sponsorship, the naming fee, one of the most important incomes, is gone. For clubs that survive on blood transfusions, the advertising effect of the title is gone, and the parent company's advertising costs are adrift.
So, why change to a neutral name? In order to inherit football culture, enhance the loyalty and sense of belonging of fans, and build a "century-old club".
The club's neutral name is what everyone expects, and fans don't want the name to change, and hope that the team they support becomes a real "centennial club". Just like after everyone has a rich life, there is oil and water in the stomach, and they need spiritual things such as chanting and painting.
In short, this is "faith"!
However, there must first be one premise: not to be hungry. However, our professional leagues, whether it is the Chinese Super League, or the Chinese First Division, the Chinese Second Division, most of the clubs do not have the function of self-hematopoietic (or the hematopoietic function is very weak) at this stage, and the naming right has become one of the important factors for survival at present.
Before the neutralization of the name, the clubs that rely on pulling sponsorship for a living can still be supported, and this company is not named, and there is always a chance to find another one. The club that survives by blood transfusion is, after all, the "pro-son" of the parent company, as long as he has food to eat, it is impossible to watch his children starve.
After the neutral name, the club that makes a living by pulling sponsorship is like losing its "appearance" and has no ability to attract others to tip. Clubs that survive by blood transfusions, like changing their surnames, and the relationship with the parent company is gradually drifting away, who wants to spend money to raise a son who can't have his own surname?
The "neutral name" has made investors lose interest, and many clubs have made their days worse and harder. Although the previous days of relying on naming rights were not good, most clubs were able to survive reluctantly. As long as you live, there is hope, and you have the opportunity to complete the transformation of hematopoietic function.
There is a view that neutral names are the mainstream of world football and should continue to conform to the general trend. However, this needs to be based on the actual situation, and cannot blindly follow the trend. The neighboring J-League in Japan is affected by various factors, and the financial situation of each club is also sluggish, in order to increase the income of the club, it is not excluded that the neutral name rule will be modified to allow companies to name.
The Chinese Super League has implemented a season-neutral name, and the adverse effects are obvious. Investors do not want to invest, the club does not say to make money, it is difficult to eat a full stomach, what else to talk about youth training?
Since neutral names are not feasible at present, we should revise the rules to allow companies to be named and let everyone survive first. As for the construction of the "Centennial Club", as for the "faith", it is not too late to live and talk about it!