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Marketing hype is one of the bugbears of modern life. One of my credit card companies recently sent me a letter saying they were cutting back their cashback from 1.0% to 0.5% as part of their effort to 'improve our service to you'. And, of course, you can't keep it out of football. I can remember the days of the first division, second division, third division north and third division south. I'm not saying that was a golden age, a cartel largely kept new blood out of the Football League, and I can see the sense in having a competition called the 'Premiership'. But now the Football League has been through a 're-branding exercise' to rename its leagues the Championship, League One and League Two. So what was the old fourth division is now League Two. Personally I'd re-name it the Hoofers League and get sponsorship from the national air traffic control service because of the danger it poses to low flying aircraft.
In case fans don't get the point, many of us have received a oleaginous E mail from Sir Brian Mawhinney, the chairman of the Football League which was also reproduced in league programmes last week. The former politician claims that the change of names represents 'a concerted effort to refresh the public's perception of the competition. In doing so, we are seeking to reclaim rather than dispense with our heritage. Our clubs will be competing for the same trophy that has been used since the beginning of the nineteenth century - a Trophy that is engraved "The Football League Championship Cup". So when you are watching Rotherham versus Gillingham on a freezing day in February just bear that in mind and remember that Malwhinney assures you that the supporters are central to his plans. It will give you a warmer glow than your cup of Bovril.
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