Expert view Logos must be changed in the long-term
Despite yesterday’s announcement, the club have no option other than to change their Native American branding.
When it comes to stopping supporters from doing the “Tomahawk Chop” or wearing headdresses, it will not be an easy fix.
The club will want to avoid being heavy-handed, and need to get to the point where the crowd is selfpolicing. They will doubtless create some guidelines that have buy-in from the organised supporters club. If the polite request to consign the chop and headdresses to history comes from the players – as part of the dissemination of guidelines – it would make it harder for genuine supporters to ignore. The important thing with any rebrand is to take the fans along for the journey, and they seem to be consulting with their supporters.
But the dominoes have started falling in the United States, with the pressure moving from one team to the next until they make the change to match new societal norms and sensibilities.
Every time another team makes that change, the spotlight will fall back on Exeter. It will become a distraction and an unwanted story.
The financial cost comes from the creation of the visual identity. I have seen figures suggesting it will be £1 million, which seems ludicrous. No way would Exeter spend that amount to change their visual assets. It is, however, inevitable that Exeter need to change.