Skip to main content
Columbus Crew’s bland rebrand adds to a worrying trend in football
The MLS side's much-derided renaming as Columbus SC actively seeks to erase the club's history in pursuit of a more marketable product. The strategy is fundamentally flawed, writes JAMES NALTON
Columbus SC fans celebrate a 3-1 win over D.C. United

JUST months after being crowned Major League Soccer champions, the Columbus Crew are no more. At least not by that name.

Last week, club executives announced that they were officially changing the name from Columbus Crew SC to simply Columbus SC, and released a new logo containing no use of the word “Crew.”

The Crew would now be a nickname only. But in removing this identity from the official club name displayed on various media and documentation across the world, they are erasing a big part of their history and identity.

The 95th Anniversary Appeal
Support the Morning Star
You have reached the free limit.
Subscribe to continue reading.
More from this author
Everton fans let off flares before the Premier League match at Goodison Park, Liverpool, May 18, 2025
Men’s football / 18 May 2025
18 May 2025
Representatives attend FIFA's 75th Congress at the Conmebol Convention Center in Luque, Paraguay, Thursday, May 15, 2025
Men’s football / 16 May 2025
16 May 2025

The PFA is urging Fifa action against illegal Israeli settlement clubs and incitement to genocide, writes JAMES NALTON

Liverpool's Mohamed Salah after the Premier League match at Anfield, Liverpool, April 27, 2025
Football / 9 May 2025
9 May 2025

The powerhouse Liverpool forward secured a record-breaking 90 per cent of the vote, while Arsenal’s Alessia Russo topped a wide field to win the women’s award, writes JAMES NALTON 

Liverpool fans celebrate victory in the Premier League outside Anfield, Liverpool, April 26, 2025
Men’s football / 2 May 2025
2 May 2025

JAMES NALTON writes on how the title win has sparked long-awaited celebrations among fans after a triumph four years — and one pandemic — in the making

Similar stories
Los Angeles Galaxy's Marco Reus (left) celebrates with teamm
Men’s football / 6 December 2024
6 December 2024
JAMES NALTON previews the much-anticipated East Coast versus West Coast battle this weekend, the result of supporters holding their team to account
Men’s football / 22 November 2024
22 November 2024
JAMES NALTON writes how both NY teams have avoided each other in the much anticipated post-season competition that determines who will be champions - until now
Inter Miami's Lionel Messi (left) and Luis Suarez celebrate
Men's Football / 4 October 2024
4 October 2024
JAMES NALTON celebrates a unique and valued prize that is the Supporters Shield
Inter Miami forward Lionel Messi (second right) celebrates w
Men’s football / 1 October 2024
1 October 2024