Salford City Aims for Global Recognition with Rebranding Efforts

omidbasir- Salford City has set its sights on becoming the “best small club in the world by 2030,” leveraging a rebranding initiative inspired by David Beckham to enhance its visibility and recognition in the football landscape.

The upcoming FA Cup fourth-round match against Manchester City offers Salford a unique opportunity to gain global attention. Having suffered a heavy 8-0 defeat in the same fixture last season, the club is determined to honor its heritage by returning to its traditional orange-and-black colors starting next season. This change aligns with the branding strategy employed by Inter Miami, Beckham’s Major League Soccer franchise, known for its distinctive pink jerseys.

Originally co-owned by Singaporean billionaire Peter Lim and members of Manchester United’s celebrated “Class of ’92″—including Gary Neville, Paul Scholes, Ryan Giggs, Nicky Butt, and Phil Neville—Salford has undergone significant transformations since its ninth-tier days in 2014. Beckham joined as a shareholder in 2019, and currently, only Neville and Beckham, along with other investors, hold stakes in the club. Despite the club’s remarkable ascent through four promotions in five years to achieve EFL status in 2019, the decision to adopt red, white, and black colors—reflective of Manchester United—was met with mixed reactions from fans.

Beckham acknowledged this sentiment in a recent interview, stating, “When the [Class of ’92] lads took over the club, they believed that changing to red, white, and black would be a positive shift. However, Gary quickly recognized that this may have been a misstep. The fans have a strong association with the orange-and-black colors of Salford City. Having witnessed firsthand the importance of identity with Miami, I believe reverting back will rekindle that connection with our supporters.”

Following a change in leadership in May 2025, Neville and Beckham decided to revisit the club’s colors and crest. The original rebranding decision was made with the intention of attracting Manchester United fans, but it became clear that such a move diluted the club’s identity. To ensure that any adjustments reflected the desires of the supporters, Neville initiated a ballot among the club’s 1,100 season ticket holders, requiring a two-thirds majority for any change.

In the vote held last October, 77.1% of participants favored the return to orange-and-black, while 72% supported a redesign of the team badge. Consequently, both the color scheme and badge will be implemented at the outset of the 2026-27 season, with plans to transition the stadium colors from red to orange in due course.

Gavin Fleig, Salford’s CEO, commented, “The initial change was motivated by a desire to attract United fans, but Gary has since recognized that it did not support the club’s identity. When people see red in Salford or Manchester, they think of United, not Salford. Our goal is for the new identity to resonate well beyond Manchester.”

Beckham’s influence extends to the club’s new crest, as Salford has enlisted Milk Agency, the New York-based consultancy responsible for Inter Miami’s branding, to create a distinctive logo. Fleig stated, “Our current badge introduced in 2014 lacks our name, which is essential for international recognition. We have developed a crest that reflects the essence of Salford.”

Despite facing a 1-0 defeat against Accrington Stanley in their last league match, Salford remains in contention for promotion to a higher tier, with aspirations still very much alive. The FA Cup encounter against City not only serves as a break from their push for promotion but also as a platform to showcase their ambitions.

Fleig elaborated, “By 2030, we aspire to be the best small club in the world. Our aim is to develop a club prepared for the Championship, with potential for Premier League success within five years. By embodying this ambition across our commercial strategy, first team, women’s team, academy, and business operations, we believe Salford City will thrive.”

The question remains: Can the rebranding attract a new wave of supporters? Neville’s commitment to the orange theme is evident, as he now sports an orange watch strap and phone case. While the intention is not to attract Manchester City fans, he remarked, “If there happens to be an unexpected benefit, we welcome it!”