The sponsorship deal between Cwmbran Celtic and the Welsh indie-rockers is part of a trend to monetise ‘adjacent audiences’ as much as it is a nostalgia trip
As someone born on the cusp of the gen X-millennial divide, I am the perfect target for today’s 90s nostalgia. I played my modest, teenage part in the Battle of Britpop (verbal skirmisher, Blur division); I fervently sang – and, God help me, believed – that Things Can Only Get Better. Super Furry Animals were a band I knew only distantly, via the transgressive thrill of that song they had with all the swearing in. And yet the news they’ll be shirt sponsor for a Welsh football club this season has managed to whisk me straight back to a time when things seemed simpler, kinder and more hopeful.
Nearly three decades have passed since Super Furry Animals last had their logo on a football kit. Back in 1999, their frontman Gruff Rhys and bassist Guto Pryce, both Cardiff City fans, persuaded their Bangor-born bandmates to lay down their north Wales allegiances for the duration of the Bluebirds’ Welsh Cup run – which was, incidentally, all they could afford. The cup shirts cost them £2,000 and were, according to Rhys, knock-offs made…
