Owner of League One Leyton Orient, Barry Hearn, plans to change the club's name to London Orient if its bid to ground-share the Olympic Stadium with West Ham succeeds.
"When you are looking for a new future, you need a new title," Hearn told BBC Sport.
A decision on the successful Olympic Stadium tenants from four bidders is expected later this month.
Hearn said Orient had undergone several name changes down the years, but admitted a switch would not be popular with all supporters.
"There will always be opposition. You can't expect everyone to agree with us in a democracy," he said.
"There isn't a team that's named after the capital. It's unique, the same as our little football club. It's a stepping stone to great things.
"We need a new branding exercise. Leyton Orient has been there, Clapton Orient, Orient, there has been a few changes over the 130-year history."