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The Guardian - UK
The Guardian - UK
Sport
Michael Butler

Turkey need another rebrand after failing to take flight at World Cup

World Cup Turkey GWC Football Football Daily the Frenkie de Jong Recep Tayyip Erdoğan Steve Clarke Zlatan Ibrahimovic
Mert Müldür
Mert Müldür sums up the Turkish mood. Photograph: Luisa González/Reuters

WHAT’S IN A NAME?

When Turkey changed to Türkiye in 2022, president Recep Tayyip Erdoğan announced it was because the new name was “the best representation and expression of the Turkish people’s culture, civilisation, and values.” The rebrand, though, also had a less lofty reason. “The association with the bird genuinely annoys Erdoğan and the people around him,” explained Selim Koru of the Foreign Policy Research Institute, while even state broadcaster TRT conceded that the loose-necked Christmas bird was at least a factor in the revamp.

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