The Football Association Council has rejected Hull City's application to change their name to Hull Tigers for the second time.
The Council's decision - carried by a 69.9% vote of its members - followed the recommendation of the governing body's membership committee.
The club's first attempts to change the name were blocked by the council in 2014.
Owner Assem Allam warned he would sell Hull if the change does not happen.
Hull, relegated from the Premier League last season, were told in March they could make a new attempt to change their name.
Allam, who has faced protests from the club's fans over the issue, is convinced that rebranding the club is the only way to bring new investment in from overseas markets.
Hull said in a statement on their website that the club would now take time to "consider our options".
The statement continued: "We always knew that following a change to the FA's policy, the chances of changing the name were slim, but we also feel it is important to fight for what you believe in and we believe that being called Hull Tigers would be the best strategy for the future."