Cardiff City have confirmed they will be reverting from blue to red for their 2012/13 home strip in the Championship, as they become the latest club to bow to commercial lucre.
Rather than play in their traditional blue kit, the Bluebirds will break from a tradition beginning in 1899 to turn out in red at the Cardiff City Stadium, as their Malaysia sponsor begins to flex its influential muscles.
The club badge has also been redesigned in a move which has been met with much criticism from football supporters.
A statement on the club website said: "Once again this season we are proud to see that 'Malaysia' will adorn the front of the shirts, confirming the confidence and long term commitment our investors hold for the club.
"The colour red is widely recognised as being synonymous with Welsh culture and heritage, with Cardiff the proud capital of the country. The colour also holds strong spiritual significance in Asia, where it is seen as a symbol of prosperity, power and good fortune."
The club added "fusion identities and values will reinforce our strength as a visual brand across both cultures". All very disheartening for the football romanticist.
So are the Bluebirds no more? The "redbirds" may take a while to catch on.