The Football Kingz have been dethroned and replaced by the New Zealand Knights.
The Auckland-based soccer club officially changed its name at a press conference in Auckland today ahead of the side's introduction to the Australian Football Association's new eight-team A League.
The re-branding was deemed necessary by chairman AnthonyLee after the club decided a fresh start was needed as they head into the new competition.
"While there was some merit to keeping a brand that the public is familiar with after five years in the market, it was decided to make a fresh start with a brand new product," Lee said in a statement.
"Our message to the sporting public, media and commercial sector today is a strong one and is a clear indication that we are a new business looking for their support.
"Today is about ownership and drawing a line in the sand. This is a new club for us as owners and managers but more importantly a new club for all stakeholders to help us build and be proud of."
Lee said there was much negativity associated with the Kingz brand after the club had struggled since its introduction.
The Kingz ended the 2003/04 season with the wooden spoon, finished the previous in 11th place in the 13-team league, and finished last after the 2001/02 season.
The new league, which replaces the format, will kick off this year with a shortened format to be followed by a full season starting in July.
"Today signals a fresh start and a new chapter in the code of soccer in this country under the Knights Football Club banner," Lee said.
Club research found two thirds of respondents favoured a name change and the Knights polled best of all names suggested in the survey.
The new logo depicts a knight, complete with a lance and shield.
"The Knights are all about building a team and club ... that will play a big part in the development of the game in New Zealand," Lee said.
"We have begun that process with the appointment of John Adshead as manager and will soon have further announcements on the staff and playing fronts."
