Steeped in more than a century of history, Hull City is about to embark on one of its most important seasons. But it seems it has gone out of it's way to annoy thousands of it's fans.
The owners of Hull City have got rid of the club's official name - dumping AFC - and replacing it with Tigers.
It's outraged many supporters and is being called a cynical business move. But the club reckons the new brand name will attract new interest in Hull from around the world. James Webster reports.