Is it time for Exeter Chiefs to become the Lions?

RUGBY is finding itself immersed in some interesting cultural and ethical debates. Take the Exeter Chiefs. Does the addition of ‘Chiefs’ to the club’s title in 1999 honour and celebrate the fighting, warrior qualities of the native North American Indian or are there uncomfortable racial undertones which are compounded by the commercial exploitation of the Chiefs logo?

There are two petitions doing the rounds among the Sandy Park faithful – one for the removal of Chiefs from the club title and merchandising – and one against. Both reportedly have in the region of 2,000 signatories.

There are some nuances here that are worth noting. The term ‘Chiefs’ is by no means exclusive to the native North American Indian community. Indeed the first thing I always think of in the context of Chiefs are great Celtic Chiefs of ancient history who gave the Romans a bloody nose. But then I was educated in Britain not North America.

There is also the tradition in Devon rugby of the First XV of any club being colloquially referred to as the Chiefs.

Exeter though are one of the few teams where the club rebranding really had an effect. The hypnotic chanting of the crowd, the tomahawks and headgear, the T-shirts and branded kit. It has become part of the club’s identity.

One suggestion is that they retain the title Chiefs but cut out all the branding and chanting. That, though, would deny Exeter of a considerable revenue stream, which is basically the whole point of branding.

The city’s ancient crest features two splendid Lions. Could they become Exeter Lions?