Background:The purpose of this study was to find out if the football clubs Juventus FC, Manchester City FC, and Chelsea FC who had undergone a logo rebranding had followed the six principles of corporate rebranding as proposed by Merrilees and Miller and how their fans perceived it. Along with this, we see how the consumer-brand relationship between the clubs and their fans has been affected due to the clubs undergoing rebranding. Methods: This research was a qualitative study wherein information from the fans was collected online by applying the method of Netnography. A total of 159 responses were recorded from fans from India, USA, Thailand, UK, UAE, and Oman. The results were obtained by making an in-depth analysis of the responses and segregating them based on the Code Theory Model proposed by Saldana.Conclusions:The study found that the six principles are applicable in the football industry also but it is not mandatory to follow all six of them. The study also found that the relationship between the fans and their clubs is one of the strongest consumer-brand relationships we have seen but the fans would like to be involved in the rebranding process.
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