To devise a name for a private gentleman’s club which aimed at the elite of the football (i.e. “soccer”) world.

Cuju is the Chinese word for the game – a word that is around 2000 years old. I liked the fact that both words started with the  same letter (a well-known branding device, ask Kit-Kat, Coca-Cola and the Foo Fighters), that they were both 4-letters each and the fact that cuju sounded a tad naughty.