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For the new season, the UEFA Cup is now known as the UEFA Europa League. It is the second competition organized by ruling European football authorities in terms of glamour and importance, after the Champions League. However, many critics consider it to be very far behind in the two areas and are cynical of the change in name and format of the tournament by the organizers. They believe that the rebranding will not amount to anything in the end and that interest by fans, media and the clubs will continue to be lukewarm at best.

They could not be more wrong if one were to consider a few factors that accompany the change. The name as UEFA Europa League already makes a subliminal difference in terms of branding appeal and power. It gives a better idea of what the competition is about. Calling it a league gives it a considerably catchier ring than a tournament that is simply named a Cup for UEFA.

In terms of the number of clubs taking part in the whole event, there is also an improvement over previous editions. There will be over 190 clubs who would have been in the tournament at one stage or another at the end of it. There are some who have said that the number is too excessive. But they have failed to recognize the fact that giving more teams a taste of European action can only help to promote greater participation in the future. It will help to raise the profile of the Europa League with other clubs who might normally not even have a chance of playing against other quality European football teams.

A few quarters have also criticized the allowance of teams eliminated from the Champions League to join the UEFA Europa League at different stages. According to these observers, they claim that such moves demean the competition as a whole and is the main reason why many view it as a second rate tournament, one that is full of unwanted clubs. It might have a hint of that, but the reality is that these clubs do add to the overall quality of the event. Teams that have previously qualified for the Champions League were able to do so because of their quality. From past history, the likes of AC Milan, Arsenal, Chelsea and even Real Madrid could now grace the competition. Their presence would boost interest and coverage of the Europa League at one point or another.

Therefore, to say that the Europa League will be no different from its predecessor the UEFA Cup would be very wrong. While some of the changes might seem contradictory to claims by UEFA President Michel Platini of making the competition stronger, on closer inspection, they do fulfill such an ambition. The proof of the pudding is in the eating, as they say. The best way to find out will be when the season concludes when the final will be held in May 2010.

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Richard Ramsay is a correspondent for many top football media. Find out more about the UEFA Europa League live at Richard’s site and how the tournament is different from the Champions League.