Hull City vice-chairman Ehab Allam is convinced a proposed name change will increase revenue.
Hull's owners want to rebrand the club to Hull Tigers.
Allam believes changing the club's name to Hull Tigers could generate up to £10m extra revenue within four years.
Asked whether the club could maintain the status quo and still be sustainable in the Premier League, Allam told the Hull Daily Mail: "The simple answer is no, and the evidence is there. Because, look at the teams around us who have been there for four or five years and they are still fighting relegation. They've got the same Premier League monies as us.
"They all have it and they are still fighting relegation. We need something different and for us that's the Tigers.
"That will be the difference between a West Brom and an Aston Villa who have been there several years and are still fighting relegation.
"We don't want to be like that. We would like to be more successful."
