The controversial move to rebrand English Premier League newboys Hull as Hull City Tigers does not bother manager Steve Bruce, he said on Tuesday.
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The club's Egyptian-born owner Assem Allam upset fans last week when he revealed he had dropped the "AFC" suffix from the club's official name after 109 years.
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Renaming them as Tigers offered better marketing opportunities at home and abroad, he said.
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The fans immediately launched a petition in protest at the move and it quickly gathered more than a thousand signatures.
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However, Bruce believes the row is little more than a storm in a teacup.
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"It's a couple of words, it doesn't really make a difference as far as I'm concerned," he told Sky Sports News.
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"The furore will die down a bit and we'll still be Hull City next year, albeit Hull City Tigers not Hull City AFC.
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"I think if it's more commercially attractive abroad then surely it's up to the owner, who has bought the club, to say what he thinks."
'Unfazed' is just the right word to use. I can see that in the news big time. Very correct I must say.