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 for ice hockey. This year’s beneficiaries are a more modest outfit: Cwmbran Celtic, just relegated from Wales’s second tier. Cwmbran is the town where the band send their stage props for repair, and given the props in question are giant inflatable bears, you wonder whether they could get one installed in goal.
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