Hull City managing director Nick Thompson insists the decision made to rebrand the club was the correct one.
Hull City AFC recently became Hull City Tigers which prompted plenty of criticism from the supporters but Thompson feels it is certainly the right move to freshen the brand of the East Yorkshire club.
"We play as Hull City, but as a business, Hull City Tigers felt right. Yes I understand their frustrations. We are all driven by emotions," Thompson told iSportConnect.
"However, the reality is that everything is a brand. You cannot choose whether you are a brand or not. Supporters saying 'we are a football club not a brand,' well. I'm sorry but - yes - we are a brand.
"The minute we make decisions and have opinions on it we become a brand."
