Rugby club changes its badge, leaving some fans with outdated tattoos.

Whilst tattoos are designed to last forever, corporate branding is exposed to sudden changes in trends and the whims of marketing agencies.

This poses a particular problem for diehard sports fans, especially if they feel the best way to show their affection for their team is to get its badge tattooed on their anatomy.

Some fans of Gloucester Rugby club found this out the hard way last week when the club suddenly announced that it was rebranding. The rebrand includes a complete redesign of the club’s crest.

In an effort to avoid the anger of some fans, Gloucester Rugby has taken a somewhat unusual move and offered to pay for those fans with the old badge tattooed on their body to be reinked with the new badge.

“We understand change is not for everybody and if they have taken the time, energy and commitment to put our crest on their bodies, then the least we can do is show the human side and our support,” said Stephen Vaughan, Chief Executive at Gloucester Rugby.

Whilst a nice gesture, it might be expensive for the club, with local tattoo parlours in Gloucester suggesting each tattoo could cost up to £180 (US$350).