If It Offends, Change Team Name

The Washington Redskins announced last week that they are doing a review of the team name, Redskins, and will decide whether or not to keep it. This controversy has gone on for a series of years, so it is not coincidental that reconsideration is coming at a time of heightened awareness of the issue of racism in this country. Washington’s owner, Dan Snyder, has defended the name and has decided to keep it over the past several years, so his willingness to reconsider the name marks a fundamental shift. What is the balance of interests in this situation?

On one hand, Native American activists have objected to the name for a number of years. Native Americans are a group who have been subject to extermination and lost their land since the founding of America. The Native Americans forced to live on reservations have traditionally lived a challenging lifestyle, with lower economic circumstances. Their despair has resulted in a series of social problems. Defenders of the name Redskins cite the tradition and heritage of the team name and its positive connotations. The Redskins have a fervent fan base for whom rooting for the team is a positive life experience. They claim that the brand of the "Noble Warrior" is actually a positive image for Native Americans.

The test ought to be fairly simple. If a sports nickname or logo is offensive to a minority group, it should be replaced. No one except the impacted group really knows the pain and upset an image which is judged in a derogatory light can have. This is not like changing the name of the United States or the Catholic Church.

History is replete with name changes for sports teams--two examples had Native American names. Stanford University changed its mascot to the Cardinals from Indians, and the NBA’s Buffalo Braves changed its name to the Clippers when they moved to San Diego, Calif. Washington Bullet owner Abe Pollin changed the team name to the Wizards in the wake of his friend and Israeli Prime Minister Yitzhak Rabin being assassinated. Pollin didn’t want his team to have any association with something used to kill. Teams change their names for other reasons. The New Orleans Hornets changed their name to the Pelicans, and the Charlotte Bobcats changed its name to the Hornets.

The truth is that name changes occur on buildings, colleges, governmental entities and a variety of businesses and with the passage of time. Most people do not remember what the original name was. People adjust very easily to a name change after the initial shock subsides. The name of a sports team does not play a critical role in our society, but not offending or denigrating religious, racial or ethnic groups is a very high priority.

When I was in charge of marketing the University of Hawaii football program, we changed the name from the "Rainbow Warriors" to the "Warriors". The name and color change created a vast new market for jerseys and branded merchandise. The Washington football organization has clever marketers who can come up with a new non-offensive name that will create great excitement.