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Stoke City have unveiled the first major stadium update featuring the club's new crest, despite the design continuing to divide opinion among supporters.
The new badge has now been installed at the bet365 Stadium as part of a phased rollout ahead of the 2026/27 season.
New Stoke City crest arrives at bet365 Stadium
Stoke City have confirmed that the club's new crest has officially been installed at the bet365 Stadium, marking another milestone in the transition to the redesigned identity.
The Championship outfit unveiled the new badge last year following an extensive consultation process with supporters, with 68% voting in favour of replacing the previous design.
Inspired by the club's crest used between 1977 and 1992, the updated shield features the famous red and white stripes, the Staffordshire knot, a pottery kiln recognising Stoke-on-Trent's heritage and the club's founding year of 1863.
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The installation at the bet365 Stadium forms part of a phased rollout, with further branding updates also planned at Clayton Wood over the coming seasons.
Chairman John Coates previously described the crest as one that reflects the “history, traditions, work ethic and togetherness” of both the football club and the city, adding that he hopes it will become associated with a successful new era on and off the pitch.
Although the consultation resulted in clear backing for the redesign, reactions on social media have remained mixed ever since it was first revealed, with some supporters embracing the modernised look while others preferred the outgoing badge.
FGG says: This will divide opinion among Stoke fans once again
Some supporters will love it, others will never warm to it, but the decision has already been made.
With the new crest becoming the club's official identity from the 2026/27 season, it makes perfect sense for Stoke to begin incorporating it around the bet365 Stadium as part of a consistent long-term rebrand.