On Monday, the Washington D.C.-based National Football League franchise announced it is dropping “Redskins” from its name and logo. After almost a century of use, the team will replace the racial slur with a new, yet-to-be-determined, name. The change comes in the midst of the Black Lives Matter movement and a reckoning of racial injustice in this country.
As marketers, we’ve reflected on what this change in branding and iconography means to our culture.
The controversy surrounding Washington’s name is not new. Indigenous people and advocates have long encouraged the moniker change. In 1992, Native American activists began a campaign to cancel the team’s “redskin” trademark which ultimately ended in 2017 with the Supreme Court ruling the trademark was protected by the First Amendment.
More recently, public criticism has come from FedEx, a team stadium sponsor, and retailers including Amazon, Walmart, Nike and Dick’s Sporting Goods. This corporate pressure coupled with the shift towards anti-racism — which centers on action rather than neutrality — has moved the needle towards real change.
Sports are deeply woven into American culture — for better or for worse. Teams at all levels, including Washington, have normalized the use of Native American mascots and logos. It is now time for franchises across the professional sports spectrum such as the Cleveland Indians, Chicago Blackhawks and Kansas City Chiefs, to re-evaluate their brands.
Washington’s— which is among one of the oldest NFL franchises — decision to rebrand now provides an opportunity for other remaining teams. Through this, a larger conversation can be started. These franchises can take active steps in discussing the dark history of their brands. People who normally would avoid discussions of race and injustice can now be part of the conversation. Part of the movement. Part of the solution.
Washington Owner Dan Snyder, who purchased the team in 1999, has long insisted a name change would never happen.
So, what finally changed? The current social climate is unprecedented. Following the deaths of George Floyd and Breonna Taylor, activism is widespread. There are daily conversations about symbols considered to be racist or celebrating racist history.
It’s time for organizations to do their part and join those conversations. Some, outside of the sports arena, are already taking that step including Aunt Jemima and Uncle Ben's. Consumers, rightfully so, are doing their research and becoming more conscientious of what brands and products support. Albeit long overdue, Washington joins a list of other organizations taking action to acknowledge voices that are often silenced — proving the value of reputation over profit.