Oxford United have issued an unreserved apology after a new clothing range was released featuring the words "United 93" on the back, a phrase instantly recognisable as the call sign of one of the four aircraft hijacked during the 11 September 2001 terrorist attacks in the United States.
What happened
The League One club intended the inscription to reference their founding year of 1893, with the Campus Clothing range designed to celebrate that heritage. However, according to a statement from the club, the garments were put on sale "without understanding of the historical context and associations" attached to the term "United 93".
United Airlines Flight 93 was hijacked on 11 September 2001 and crashed near Shanksville, Pennsylvania, killing all 44 people on board. The flight is widely believed to have been bound for the US Capitol Building in Washington DC before passengers and crew attempted to overpower the hijackers. A docudrama film, also titled United 93, was released in 2006 and brought renewed attention to the events aboard the aircraft. The wider 9/11 attacks killed 2,977 people.
The club's response
Oxford United moved quickly to pull the range once the error was identified. In their statement, the club said the collection had been "removed with immediate effect" and that they "sincerely apologised" to anyone who had been caused offence.
"It should not have reached the point of sale and we take full responsibility for not undertaking proper due diligence," the statement read. "We are reviewing our approval processes to ensure nothing like this happens again."
The club gave no indication of how many items had been sold before the range was withdrawn, nor whether customers would be offered refunds, though the swift removal of the collection suggests the oversight was caught at a relatively early stage.
Context for the club
Oxford United, who were founded in 1893 as an amateur outfit called Headington, are currently competing in the third tier of English football. The club has faced a busy period off the pitch in recent months, with ongoing legal proceedings relating to a proposed new stadium dominating much of the off-field agenda. This latest episode adds another unwanted distraction for the club's hierarchy as the season progresses.
The episode serves as a cautionary tale about the importance of robust internal sign-off procedures for any club merchandise. References to founding years, shirt numbers and historical milestones are common in modern football retail, but the Oxford situation illustrates how a well-intentioned nod to history can carry unintended and deeply sensitive connotations without thorough checks.
The club has stated it will revise its approval process, suggesting the oversight is being treated seriously at boardroom level rather than dismissed as a minor administrative error.
Frequently asked
- Why did Oxford United apologise for their new clothing range?
- The club released a Campus Clothing range with "United 93" printed on the back. Although intended to reference the club's 1893 founding year, the phrase is also the call sign of the hijacked flight that crashed in Pennsylvania during the 9/11 attacks. Oxford United apologised and withdrew the range immediately.
- Has Oxford United withdrawn the United 93 clothing range?
- Yes. The club confirmed the Campus Clothing collection was removed from sale with immediate effect after the error was identified. They also said they are reviewing their internal approval processes to prevent a similar mistake in future.
- When was Oxford United founded?
- Oxford United were founded in 1893 as an amateur club called Headington. The "93" in their new clothing range was intended to celebrate that founding year, though it inadvertently echoed the United 93 flight associated with the 9/11 attacks.