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Hull owner Assem Allam has warned he will stop "throwing money" at the club if he cannot force through his controversial 'Tigers' rebrand.
Allam has been bank-rolling Hull since saving the club from financial calamity in 2010, and has invested upwards of £70million in the team since then.
– Hull City owner Assem Allam speaking to Football Focus
That [the money] stops now. It has to stop. I won't pay out if I cannot create income. That is called 'throwing money at it'.
I won't throw money at a problem. I want to deal with the problem.
He believes the only route to sustainability lies in changing the official name from Hull City AFC to Hull Tigers, a move he thinks would lead to sizeable overseas investment.
Despite the Football Association Council throwing out his proposal in April, Allam backed manager Steve Bruce's rebuilding plans this summer with over £30million of transfer funds.
The Football Association has confirmed its decision to reject Hull's name change is currently in arbitration.
A statement read: "The Football Association has agreed with Hull City to clarify the position regarding the club's name change application.
"On Wednesday 9 April 2014, The FA Council rejected Hull City's application to change its playing name to Hull Tigers.
"The club has chosen to commence an arbitration under Rule K of the Rules and Regulations of The Football Association to challenge the decision of The FA Council."
Debut goals from Hull pair Abel Hernandez and Mohamed Diame were only good enough for a draw against West Ham as a Curtis Davies own-goal ensured the spoils were shared in a breathless encounter at the KC Stadium.
The home side lost the lead twice, club record signing Hernandez getting the ball rolling with an impeccable first-half header and Diame restoring the advantage against the side he left on transfer deadline day.
In between Enner Valencia had marked his first league start with a blockbuster strike from 25 yards and the 2-2 draw was settled when Diafra Sakho's modest shot evaded Allan McGregor, only for Davies to bundle over his own line.