ISL 2017: Atletico is no more, long live ATK

THE FOOTBALL TEAM named Atletico de Kolkata is no more. 

The ISL franchise born with the blessings of Spanish giant Atletico de Madrid enjoyed a successful run in the first 3 years of the tournament, winning it twice despite never finishing top of the table.

But after 3 years, the Spanish top flight club which bestowed upon the franchise not only its name and jersey colours but also supplied players and coaches that made it a success decided nothing much of substance was coming from its association with ISL.

ATM decided not to stay with ATK citing the lack of actual football development; something they made their primary goal. The club's own brand also hardly got any extra mileage out of ATK because the franchise's fanbase is notoriously detached, most of them being primarily loyal to the two century-old football clubs from the city, top division sides East Bengal or Mohun Bagan.

So, being left without the Atletico in Atletico de Kolkata, the franchise's majority owner RPS Goenka announced that ATK will henceforth be known as Amar Tomar Kolkata (Mine Yours Kolkata).

The peppy name, which sounds more like a fast food restaurant than a football club, is going to be the new brand identity of the franchise. The old logo has been modified to spell only ATK (perhaps so that they don't have to change the logo if they change the name again to something else matching the initials), while the home jersey colours are expected to remain the familiar red and white stripes.