Hull City chairman Assem Allam has confirmed his long-term intention to rename the club Hull Tigers.
The Egypt-born businessman announced in August the company name has changed from Hull City AFC to Hull City Tigers.
But any plans to alter the club name would need to be ratified by the Football Association.
Hull fans' group City Til We Die hopes that could lead to an intervention and accused Allam of confusing the holding company and the football team name.
A statement on its website read: "Our group has already had extensive contact with key figures at the FA, and we anticipate they will take a dim view... of this announcement."
Allam says he has to find other income streams for the club as the KC Stadium is owned by the council.
The 74-year-old believes a 'Tigers' brand would be more marketable, having previously said he considers the word 'City' to be "lousy" and "common".
Allam said in a statement on the club website: "Having been deprived of opportunities to acquire the stadium freehold, which would have enabled us to create the infrastructure in the surrounding area, we will now need to focus on generating commercial income from elsewhere.
"A shorter club name will hopefully enable us to do so, with a stronger, quicker marketing impact all over the world."
A decision on further shortening the club's name to simply Hull Tigers is expected to be made early next year.
The FA's Rule 3L states: "Any application for a change of playing name must be received by the Association before 1 April in any calendar year in order for it to be considered by [the FA] Council for adoption in the following playing season.
"[The] Council will use its absolute discretion in deciding whether to approve a change in a club's playing name."
Steve Bruce's side, who were promoted back to the Premier League in May, are currently 12th in the top flight.
The City Til We Die statement added: "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.
"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."
Allam, who moved to Hull in 1968 to study and has since set up a multi-million pound company in nearby Melton, took charge of the club in December 2010.
At that point, they were close to entering administration after relegation from the Premier League left them with about £35m of debt.