What’s in a crest? Waterford FC, Three Lions and history

As you walk down Colbeck Street in Waterford,  with The Mall to your left and Parnell Street to your right you may notice the waterford city arms crest on the corner building.  This comes from a hotel which was previously on this site called the Waterford Arms Hotel.

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As you can see from the photo the Waterford civic arms contain two main motifs. On a red field there are three lions representing the United Kingdom and below it on a white field,  three ships – the now recognised symbol of Waterford city.

Waterford’s coat of arms, and the city’s motto urbs intacta manet watefordia were gifted to the city for its loyalty to the English monarch Henry VII who faced opposition from two pretenders to his throne in the late 16th century.

I mention this because there was some comment made on social media about the newly unveiled crest of newly rebranded Waterford FC. Much of it focused on the inclusion of the three lions into the crest.

Many saw this as being too close to the three lions coat of England’s football and cricket teams. It sparked a certain amount of knee-jerk armchair (or is it keyboard) republicanism.

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The newly unveiled Waterford FC crest which takes the 1930 crest as it’s inspiration.

Of course, the three lions derive from the same source but their inclusion into the new Waterford FC crest reveals something far more interesting than simple West Britonism.

Aside from the link with the Waterford city arms, the use of the three lions and the other elements of the new crests are one more element of the curious nostalgia rebranding of the club under its new owner, Swindon Town chairman Lee Power.

The most important of these includes the dropping of the United from the club name. The club, which until then was Waterford FC, became United in 1983 when it was reforned as a new limited company.

After a decade of poor results and dwindling public interest in the club, the choice to rebrand the club under new ownership to a name from a more successful period in the club’s history is deliberate.

There has also been a trend for some years now in England for club crests to be redesigned in one of twos ways: either hyper modern with contemporary font styles or,  more prominently, hyper retro versions of the club crest with nods to storied pasts. Think of Tottenham Hotspur or Everton. The processes under way  with Waterford FC are the same. There is a certain extent to which this taps into the idea of many fans, especially strong in League of Ireland  circles, of being “Against Modern Football”.

In a city where the past decade has been forgettable on a sporting and civic front, with the city reeling from the effects of recession, deindustrialisation,  youth unemployment and emigration, it is a smart move on the part of the club’snew owner to evoke a more prosperous and successful period for Waterford as part of the preparations for the coming season and new dispensation of Power’s ownership.  The three lions on the new crests then are less a symbol of latent West Britonism, or British royalty , but speak instead to a desire to return to a time when soccer was king in Waterford.

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