The club’s marketing chief, Shier, introduced a fresh slogan—“The Hill We Choose”—as part of a broader rebranding effort aimed at strengthening ties with the local community. Focus groups and interviews with fans and residents helped shape the new identity, ensuring it reflects the team’s values and the area’s spirit. The initiative signals a shift toward more inclusive, community‑driven outreach, with the slogan intended to rally supporters around a shared sense of place and purpose.

Shier also unveiled the team’s new slogan, The Hill We Choose. The marketing team conducted focus groups with fans and spoke to different members of the community to develop the new branding. In ...