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What’s in a name? that which we call a rose
By any other name would smell as sweet;

(Romeo & Juliet, act 2)

Shakespeare had it dead right four hundred years ago - changing the name of something won’t make it smell any better, and it won’t mask a bad stench either.

The UEFA Cup has been systematically stripped of everything that was ever good about it.  The teams that qualify, the prolonged group stage where 60% of teams progress, the Champions League parachute, the lack of sponsorship or prize money and even the night the games are played.

Now UEFA have decided to grasp the nettle, tackle the problem head-on, and…erm…change the name of the UEFA Cup.  So buh-bye UEFA Cup, hello UEFA Europe League.

Look, I’m not making this up.

Coming soon…Soccer Shout’s blueprint for Rethinking Europe.  Stay tuned (and subscribed), folks.