Conversation so far:
Who is chelsea?
Without much ado he was appointed manager of First Division Chelsea.
What did he do as manager?
he made a series of sweeping changes, doing much to rid the club of its previous amateurish, music hall image.
Are there any other interesting aspects about this article?
He discarded the club's Chelsea pensioner crest and with it the Pensioners nickname, and insisted a new one be adopted.

Question: What was the new?
Self-contained rewrite: What was the new pensioner crest and nickname for Chelsea?