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The story of the new Salford Red Devils brand

The new Salford Red Devils brand identity equips the Club to capitalise on opportunities presented by the digital age.

In consultation with the sport’s major broadcast partners, Super League clubs realised that updates to our image were a necessity and Salford Red Devils were eager to seize new opportunities through a change of branding.

This process started with pitches from a number of design companies, which presented their visions for the Club’s new identity. A focus group was then formed, with a select group of supporters, sponsors, and staff.

In August, a sensitivity test provided an opportunity for all supporters to make a contribution towards decisions on their club’s image and share what was most important to them.

These steps were key to informing final judgements, which have resulted in an iconic brand which will resonate with new demographics, while respecting the history and heritage of the Club.

The most common desire across supporters of all ages, was for a devil to be featured on the badge, with many expressions of disengagement from the current badge.

A significant proportion of fans expressed frustration about the impact previous brand changes have had on the consistency of how the club is presented, with former logos remaining present in a number of locations.

Players identified as the most iconic spanned across the Club’s history but were most highly concentrated in the current squad and members of the original Red Devils side, which further identified the need to modernise while respecting our heritage.

Andy Roberts, Creative Director specialising in sports branding, was chosen to mould our objectives into a new identity for the Club. Examination of his work with high profile clients was followed by an impressive presentation of his vision and concepts for the project. More importantly though, he showcased true passion for what the rebrand could achieve, to a level which could only be reached by and lifelong Salford Red Devils supporter.

From this stage, the ambition was about more than bringing the Devil back. It had to be resurrected in a way that made it iconic and ownable.

Our devil represents what our club stands for. A team that strikes fear into the hearts of opponents – built on the history of Salford’s nickname, given for this very reason. The Devil is in our DNA.

The former logo was too busy, with too many icons, colours and shades. We have created a digital first Brand that will work far more effectively across broadcast, digital and merchandise.

This logo will appeal to a new and youthful audience. It draws on successful rebrands from elite competitions across the globe, including the NFL, NHL, NBA and NRL. Organisations in these leagues have pioneered new developments in sports marketing and promotion. Now is the time to move our great club into that space.

Following the great success shown on the field over the last two seasons, including Betfred Super League Grand Final and Coral Challenge Cup Final appearances, we needed to continue development off the field to match this ambition. This rebrand has created a symbol to connect with and rally behind.

The latest Red Devils merchandise, featuring the Club’s new logo, is now available to purchase online through Wild Thang.

New Salford Red Devils identity has resurrected the Devil

A new identity for Salford Red Devils has been revealed and the Club are pleased to confirm the Devil has been resurrected.  

The new branding will see the Club adapt to thrive in the digital age, create new revenue opportunities and honour the original Red Devils.

The rebrand process, which is outlined in detail HERE, started in 2019 and collated the views and advice of supporters, sponsors, and other major stakeholders.

Salford Red Devils managing director Paul King said: “In consultation with major stakeholders, Super League clubs have recognised a need to change the manner in which the sport presents itself, which aligned with our personal intentions to be fresher and appeal to a younger demographic

“Our new brand is perfectly suited to digital environments and will help us access alternative income streams, by developing our own white label retail range, which utilises the constituent parts of the logo to appeal to a broad range of new and existing fans.

“The feedback from our supporters was integral to our realisation of this new identity, with them requesting a return of the devil to our badge above all else, when asked their thoughts on the Club’s image.

“As someone who grew up hearing stories about the original Red Devils, I am delighted to see our dear friend resurrected.”

Following initial pitches from designers, a focus group was assembled, and a sensitivity test provided all supporters with an opportunity to share their thoughts on the development of the Club’s image.

Andy Roberts, Creative Director, specialising in sports branding and lifelong Salford Red Devils supporter, was selected to design a new identity.

Roberts said: “I’ve been privileged to work in the sports branding industry for over 15yrs, so to be given this project for the team I’ve supported for 35yrs, was a dream come true and an absolute honour for me. I’ve pitched some ideas to the club over the years but thanks to Paul King, with our visions aligned, it was the perfect time to work together.

“Previous logo changes have always lacked clear brand direction. Old logos were too busy and featured too many colours, making them difficult to reproduce, both digitally and financially.”

“I reviewed my previous design concepts to recraft a new image, drawing inspiration from the most successfully marketed sporting organisations, including the NFL, NBA, NHL and NRL. Now is the time to move our great club into that space, with a new, iconic brand.”

“Our ambition was to create a new iconic devil, a digital first brand, used to attract the next generation of fans to Salford, whilst giving existing fans an identity to be proud of for generations to come.”

The latest Red Devils merchandise, featuring the Club’s new logo, is now available to purchase online through Wild Thang.

19 Man Squad to face Widnes at Magic Weekend

Head Coach Ian Watson has named the Red Devils 19 Man Squad to face Widnes Vikings this Saturday, KO 2.30pm at Magic Weekend at St James’ Park.
Niall Evalds misses the fixture after receiving a one-match ban for an incident in our game away at St Helens last week.
Mark Flanagan returns to the side after missing last week’s game.
19 Man Squad in Full –
Jake Bibby
Justin Carney
Michael Dobson
Mark Flanagan
George Griffin
Weller Hauraki
Josh Jones
Phil Joseph
Craig Kopczak
Olsi Krasniqi
Ryan Lannon
Rob Lui
Ben Murdoch-Masila
Gareth O’Brien
Junior Sa’u
Logan Tomkins
Adam Walne
Jordan Walne
Daniel Vidot
We have limited tickets available for Magic Weekend call 0161 786 1570


Visit the title sponsors at Magic Weekend as the campaign to find Rugby League’s most knowledgeable fan begins Josh Griffin was put to the test, now it’s your turn!
Do you know everything there is to know about the sport? Are you Salford Red Devil’s most knowledgeable fan? Then First Utility is looking for you!
First Utility, the title sponsors of the Super League, are launching a search at Magic Weekend to find the First Utility Fanorak, with the Ultimate Grand Final VIP package up for grabs.
First Utility know that Knowledge is Power and aims to find Rugby League’s smartest fan by asking fans to take part in a 10 question Super League quiz at Magic Weekend’s FanZone.
The quiz will be made available on from Monday 23rd for all those who can’t make the trip to Newcastle.
The Salford fan with the highest score will be crowned the “Salford Red Devils First Utility Fanorak” and the three highest scores will then take part in a showdown at the First Utility Dream Team launch later this year. The winner of this finale will then enjoy the following at the Grand Final in October:
 Four tickets to Grand Final with VIP experience
 Tour of Old Trafford before the match
 Stay at hotel night of Saturday 8th (for 2 people)
 Signed memorabilia
To launch the search, First Utility visited Josh Griffin to put his knowledge to the test

First Utility is a different kind of Energy Company that saves you money and puts you in
control. It will also be rewarding fans of the First Utility Super League this season with
customer rewards such as exclusive training sessions and merchandise. For more
information on how you could save an average of £334 off your energy bills, visit
Terms & Conditions apply – visit

Be the Star on the Field with Batchelors Mushy Peas!

Courtesy of Batchelors Mushy Peas, Salford Red Devils has the opportunity to offer one lucky fan the chance to be on the pitch at Dacia Magic Weekend!
Our lucky winners will represent the Red Devils in the Batchelors Space Hopper Derby, taking on rival fans from Widnes Vikings before the match starts on Saturday 21st May 2016.
The winner of the race will take home a limited edition rugby ball (and ultimate bragging rights) thanks to Batchelors Mushy Peas, official partner of the First Utility Super League.
Anyone who has purchased a ticket to Dacia Magic Weekend by 5pm Thursday 19th May 2016 will go into the draw to take part.
Good Luck!
No additional tickets are included in the prize. Ticket must be purchased before 5pm Thursday 19th May 2016 to be entered into the draw. One prize given only.
Winner must be in attendance at St James’ Park Newcastle on Saturday 21st May 2016.

Magic Weekend Day Tickets allocation SOLD OUT

There’s just over a week to go until #MagicWeekend, when once again the rugby league family will decend on Newcastle for a fantastic two days of action.
Your Red Devils kick off the weekend vs Widnes Vikings at 2.30pm on Saturday 21st May.
Our second allocation of Day tickets for the Leazes Stand have now SOLD OUT and we now only have Weekend tickets available.
Prices are as follows:
Adult Weekend Tickets – £40.00
Concession Weekend Tickets – £20.00
2016 Season Ticket holders will receive 50% off Magic Weekend tickets and prices are as follows:
Adult Weekend Tickets – £20.00
Concession Weekend Tickets – £10.00
Please note concessions are classed as Under 16s, Seniors and Students.
Ambulent disabled supporters will be able to purchase tickets with a carer ticket using the same system as purchasing tickets for Salford home games.
Wheelchair disabled supporters must contact the RFL directly for tickets. Only these Season Ticket holders will be able to get discount via the RFL all other Season Ticket holders must contact the club directly.
*Please note all tickets we have received are for the Leazes Unreserved Stand after many fans requested this after last year.
Once our original allocation in this stand has gone, we can’t guarantee fans will be able to purchase tickets in the same area so please purchase early.
Coach Travel is also selling fast with a small number of spaces available so please book early.
Pick Up Times –
1st pick up Chandos 8.30am
2nd pick up The Sovereign 8.40am
3rd pick up Eccles town hall 8.55 am
4th pick up  The Salford Stadium 9.15am

Magic Weekend Shirt Update!

We know you’re all eager to get your hands on our Limited Edition 2016 Magic Weekend Shirt, in association with The Joshua Wilson Brain Tumour Charity and show off your #SuperJosh colours in Newcastle.
We’ve sold a fantastic number of shirts and there’s just a week to go until you can get your hands on yours!
Customers that have ordered for delivery will receive items directly from Raging Bull on Thursday 19th May to the address they supplied when ordering.
Customers that have selected to collect items from the stadium will be able to do so during these hours:

  • Thursday 19th May – 12pm until 8pm
  • Friday 20th May – 9.30am until 4.30pm

Please be aware orders will only be available to collect during these hours, our offices will be closed Saturday 21st May and Sunday 22nd May as staff and team will be at Magic Weekend.
To collect, supporters will need to bring a confirmation email with them.

19 Man Squad to face St Helens

Head Coach Ian Watson has named his 19 Man Squad to face St Helens at Langtree Park this Friday 13th May, KO 8pm.
After a one match ban Logan Tomkins returns to the squad and will be available for selection.
Junior Sa’u and Gareth O’Brien are also fit to play and are named in the 19 to face Saints.
Captain Tommy Lee and Josh Griffin miss out due to injury.
19 Man Squad in full –
Justin Carney
Michael Dobson
Niall Evalds
Mark Flanagan
George Griffin
Weller Hauraki
Josh Jones
Phil Joseph
Craig Kopczak
Olsi Krasniqi
Ryan Lannon
Rob Lui
Ben Murdoch-Masila
Gareth O’Brien
Junior Sa’u
Logan Tomkins
Daniel Vidot
Adam Walne
Jordan Walne
Tickets and coach travel are still available to purchase by calling 0161 786 1570
Prices and information are available –

Sarsfield to join Halifax on a month's loan

The Red Devils would like to announce that second row Matt Sarsfield will join Championship club Halifax RLFC on a month’s loan.
The 24-year-old joined the club ahead of the 2016 season from Leigh Centurions and has made 5 appearances so far this season.
He’s previously spent time at Wigan Warriors and Huddersfield Giants.
Matt joins fellow Red Devils team mate Jordan Andrade on loan at the championship side.
Andrade ends his loan period with Halifax in the next couple of weeks but played in their reserve side’s 70-10 thrashing of Dewsbury Rams reserves last week, scoring two tries in the process.
Director of Rugby Tim Sheens said, ‘It’s important for both Matt and Jordan that they’re getting game time at a good level so it’s great that they’ve been given this opportunity at Halifax.’

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