‘Chiefs’ name not the issue, it’s use of imagery

IT’S been great to see the branding of Exeter Chiefs discussed in the last few weeks. However, it feels like the only important reason for the rebranding which Exeter Chiefs for Change has been campaigning for has been overlooked.

Of course the imagery does not mean to cause offence and was designed with only positive connotations in mind, but many Indigenous Peoples have been stating for years that the use of their culture like this is actually inappropriate and offensive and they’ve asked all sports teams to stop.

They object to the use of reductive, misrepresentative stereotypes which research has shown perpetuate outdated images of Indigneous Peoples and can be damaging to wellbeing and cultural identity.

We know it is intended as a mark of respect and honour to Indigenous People, but it is increasingly evident it is not perceived in that way and is specifically objected to by those populations. It would therefore be completely irresponsible for the club to ignore these pleas and continue to use the branding in light of this perspective.

To be clear, the name Chiefs doesn’t need to change. There have been suggestions that a mascot and logo that recognises the local history in Devon would work with the Chiefs name and could be a great way to celebrate our own region’s history. A rebrand could also tie in with the 150th anniversary of the club next year which would be a great opportunity to launch the next phase of Exeter Chiefs’ (hopefully!) continuing success story.

There’s an opportunity for the club to take a lead and get this dealt with properly and promptly to truly reflect the “respect” values for which rugby is so often admired, so we can be as proud of them off the pitch as we are on it and all just get back to focusing on the rugby.