We really need to invest in making Southampton a 'cool' brand. Tap into the nostalgia value, devise merchandise young people will want to wear, make the club a desirable place young players will want to play.
New badge = I love it but the current one is old, 'uncool'
Shirts = need to be more tailored, less garish. Think Bilbao, Atletico.
Do shirt sponsors really add that much to the coffers? Rollbit has to be the ugliest I've ever seen.