Juventus unveiled their new ‘logo’ on Monday night at Milan Fashion Week. That should tell you everything you need to know about the fans’ response, before even seeing the €200,000 rebrand.

Agnelli: "This new logo is a symbol of the Juventus way of living." #2beJUVENTUS pic.twitter.com/x5B3fapqGJ

— JuventusFC (@juventusfcen) January 16, 2017

A total overhaul of your club’s identity is never easy, but the Italian team’s first mistake appears to be labelling the redesign a ‘logo’ and launching it at a corporate event exclusive to players and high-rollers.

the new logo tells me this is the juventus brand and we are customers, not fans.

— nico (@JuventusCrazy) January 16, 2017

@juventusfcen fixed it pic.twitter.com/y7EtXwRHla

— esco (@Pogrizi) January 16, 2017

Football clubs have colourful crests, badges, stars and shields proudly emblazoned on their shirts. Juventus’ simple, neat design is the total opposite. But whilst supporters may detest it, the club will hope that sponsors take notice.

The sport has long been an industry, players are now celebrities and clubs are brands, actively seeking to attract business less directly related to football. It should come as no surprise, then, that fans are treated as customers.

Manchester United are the most profitable club in football; a truly global company with over 65 international sponsorship partners. The New York Yankees’ possess the most iconic and recognisable logo in sport, and it’s played a huge role in making the US baseball team the third most valuable sports brand in the world. If Juventus want to follow suit, this redesign is the most important step.

As the game modernises, the disparity between those rooted in tradition and those embracing the change is growing. Juventus’ rebrand may be divisive now, but with a new logo instantly making headlines on every continent, should they really care?