Apologies in advance, chaps - this is likely to be a long post.
A week or two ago, a set of representitives from Hull City supporters groups met with Assem Allam to discuss the renaming of the club. I was waiting until the official minutes were published before making mention of it here, but instead I'll sum up some key points based on what's been said on social media, forums and the like by those who were present.
* Allam is talking about changing the name to Hull Tigers from Hull City Tigers - he mistakenly believes this is the name of the club. It isn't, he's only changed the name of the holding company. We are still Hull City AFC to everyone outside of his office.
* Noises coming from the club suggest that the change is designed to bring in extra revenue from overseas - however, Allam admitted that no research has been done whatsoever to establish if it really would be of financial benefit.
* It would seem that his desire to rebrand is based on his dispute with Hull City Council, stemming from their unwillingness to sell the KC Stadium to him - he apparently started getting rather angry when discussing this. He feels that calling the club "Hull City' makes it sound as if it has links to Hull City Council. It doesn't.
* Allam spoke of his admiration of clubs maximise the commercial potential of their stadiums one of his key examples was, bizarrely, Coventry City. He seemed quite unaware that Coventry are currently forced to play their home games 34 miles away in Northampton, after a well publicised dispute with the owners of the Ricoh.
* In the end, he promised that proper research would be carried out and that any changes would only go ahead after consultation with, and backing from, the club's fans. Is was anticipated this process would take around three years to complete.
However, today the club issued a statement. (
http://www.hullcityafc.net/news/article/201314-club-statement-name-1169297.aspx)
The club name is currently Hull City Tigers, after it was shortened in the spring of this year. However, as a result of the greater exposure generated from playing in the Barclays Premier League, a further shortening of the club name is under review with a decision likely to be made early next year. Dr. Allams preference for the club name remains Hull Tigers, as he has previously stated, but he has also explained that the club will first ensure that a shortened name will provide the anticipated global marketing impact.
So there's your proper research and supporter consultation, then.

The City Till We Die group has issued a statement of their own... (
http://notohulltigers.tumblr.com/post/66699844040/club-statement-a-ctwd-response)
We remain puzzled that Dr Allam cannot distinguish between the name of his holding company and the football name of the club he owns. Until he registers a new name with the Football Association, the club remains Hull City AFC. His belief that we are already called Hull City Tigers, a name ripe for shortening, is therefore spectacularly ill judged and erroneous.
Our group has already had extensive contact with key figures at the FA, and we anticipate they will take a dim view both of this announcement and of Dr Allams rubbishing of our clubs proud history at the meeting we had with him last week.
Let us be clear - Dr Allam CANNOT change the football name of the club without approval of the FA, who in turn require consultation with fans of the kind promised by Dr Allam when we met. By claiming we are now called Hull City Tigers, he has announced a new name and gone back on that promise - it took him 10 short days.
We have seen the academic paper that Dr Allam has based his name shortening strategy on. He has apparently only read the first page, we have read all 59. The paper is entirely irrelevant in that it has nothing to do with sports businesses and nothing to do with business success. It is a paper about stock market gaming - apparently stock brokers are more likely to trade shares in companies with shorter names.
To conclude - we remain eternally grateful to Dr Allam as the saviour of Hull City AFC and the man whose money propelled City to the Premier League. But we believe a man that breaks FA rules, breaks his own promises within days and rides roughshod over our clubs proud history should not go unchecked. We remain determined to do everything we can to retain Hull City AFC as our club name. Our campaign continues - indeed with todays announcement it is clear that it has only just started.
The gloves may shortly be coming off, and it appears that the FA might be keeping a close and disapproving eye on proceedings...
tl;dr - our owner's bonkers.