Maintaining the status quo with Crusaders brand is 'no longer tenable' - Steve Tew
For 23 years the name Crusaders was a source of nothing but pride in Christchurch.
It was the uncontroversial identity of a franchise that claims, with some justification, to be the most successful non-national professional rugby team in the world.
However, the city was changed forever on March 15 when 50 people were killed and dozens more injured by a suspected white supremacist in a terror attack during Friday prayers at two Christchurch mosques.
And after the wave of self-examination that swept across New Zealand in the wake of the attacks, it looks like there might now be nominative change afoot for the nine-times rugby champions of the southern hemisphere.
The juxtaposition of a city embracing those impacted by the attacks with a nickname that recalls medieval wars between Christians and Muslims was quickly recognised on social media with some calling for the Crusaders to be renamed.
The country’s Sports Minister Grant Robertson said it was a “responsible action” to reconsider the name and the Crusaders, after initially saying it merely reflected “the crusading spirit of this community”, agreed to at least discuss it, but today have announced they will engage with an independent research company to look into a possible name change.
“This is an event that rocked our community and brought some important issues to the fore. One of the contentious issues that has been brought up in the aftermath of the Christchurch attacks is the name of our rugby team – the Crusaders,” BNZ Crusaders CEO Colin Mansbridge said in a statement.
“Because of our desire to be the best we can be and to support our community, we are treating the question around the appropriateness of our brand extremely seriously. We are committed to undertaking a thorough process, taking into account all relevant opinions and, most importantly, we are committed to doing the right thing.”
“In the wake of the Christchurch attacks, it is apparent that the symbolism the club has used, combined with the ‘Crusaders’ name, is offensive to some in the community due to its association with the religious Crusades between Christians and Muslims,” New Zealand Rugby Chief Executive Steve Tew said.
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“One thing that has become very clear in the last two weeks is that there are divided opinions on the best way forward for the brand. We understand and appreciate the passionate feedback that we are receiving on both sides of the conversation, and at this stage we are committed to keeping an open mind until the independent research has been done.”
The rebrand will consider retaining the name but dropping the associated imagery with knights and swords, or possible scrapping the whole brand altogether.
“We are asking Research First to look into two possible options moving forward – retaining the ‘Crusaders’ name but changing the branding and associated imagery; or undertaking a complete rebranding, including the name and all imagery.
“Maintaining the status quo in terms of the Crusaders name along with the current imagery of knights on horseback is, in our view, no longer tenable because of the association with the religious Crusades that has now been drawn. That is therefore not one of the options that we will be considering.”
Several fans at the team’s match in Wellington last weekend were of the view that it was “just a name”, albeit one they wanted to keep.
“I think that they have to have a chat to the Muslim community and ask ‘are you okay with this?’,” Scott Wilson, a decorator from Christchurch, told Reuters.
“I don’t think they should change (but) I think it might have been more prudent to think about the name before they adopted it.”
While the name change has been debated widely in the rugby-mad country, Muslim groups have not engaged.
The Federation of Islamic Associations of New Zealand did not respond to requests for comment from Reuters.
The Crusaders name was adopted by the Canterbury Rugby Union and five neighbouring provinces when rugby went professional in 1996 and they were granted a franchise to compete in the competition that became Super Rugby.
New Zealand Rugby made the final decision and chief executive Steve Tew – who in 1996 held a similar post at the Crusaders – said any changes would still need their approval.
The team logo has always featured a sword-wielding knight, while pre-match entertainment at home games has traditionally involved horsemen dressed in chain mail riding around the pitch.
Rebranding an organisation as successful as the Crusaders should not be too challenging as long as it was recognised from the start that they could not please everyone, according to marketing academic and branding consultant Dr. Michael Lee.
“If the team culture is healthy and they do a lot of good things for society and their community then you don’t want to change that. All you do is change the name,” Lee, an Associate Professor at the University of Auckland, told Reuters.
“You still have the same values — you’re a stand-up citizen, do the right thing, help out when needed, all those sorts of values and the brand essence can stay the same, so in this situation, it is really just changing the name.”
The national conversation about underlying racism in New Zealand triggered by the mosque shootings could also help ease any name transition, he added.
“Within the current climate, I can see why this rebranding has a little bit more impetus to it than other brands,” Lee said.
“There are going to be people who are really annoyed … but New Zealand is very open-minded and progressive.”
There looks certain to be at least some change on Saturday when the Crusaders play their first home match since the shootings, with chief executive Colin Mansbridge suggesting the mounted knights would be given the evening off.
“It’s not unequivocal yet, but they’re unlikely to be there and the game will reflect the occasion,” Mansbridge said.
Comments on RugbyPass
I’d say France was far more hard done by in the 2011 final than the All Blacks in this game. Joubert simply refused to call a penalty against the All Blacks in the last quarter even directing an All Black to drop a ball he picked up in an offside position rather than penalizing him. This article also totally discounts the efforts of PSTD. Ask Jordie how well he played. Or the backup flank who played hooker for the entire game. Siya was also a brilliant tackle by Richie from scoring a blinder. Pollard was also fantastic. Look I don’t like the boks style but the only thing more questionable than the content of this article is the timing of it. Get over it already
139 Go to commentsDad Marty was also a handy rugby player for Linwood back in the day. Great bloke. Sensational softball career.
2 Go to commentsWhat ifs are always dangerous. If you look at the game before Sam cane got sent of SA was dominating. You could make the argument the going down to 14 men rallied the troops and made them have to play to win which is always dangerous.
139 Go to commentsOmg… you are bruised And battered Benny. Stop crying … the scoreboard speaks. What a pathetic lover you are.. 🤣🤣🤣
139 Go to commentsPacific Lions, cry me a river
139 Go to commentsThis is the single worst piece of journalism I have ever seen since your last one. As a neutral, who really states that there should be an asterisk next to a win? You are an utter embarrassment to real AB fans, journalism and that joke of a house which pays you for this nonsense. Get a life, Ben.
139 Go to commentsGuys. Cancel the World Cup champions after this analysis. It changes everything. Ben knows. We’ll have to unengrave the Bokke off the trophy and hand it to the ABs, now that I’ve been enlightened about this illegitimate win. This needs to be done. Now!
139 Go to commentsBen is right here though, Springboks were woefully poor with the advantage they had throughout this game. The France match was heroic because that was an even contest this match had it taken place in Rugby Championship would have been an easy win for NZ. If anything this match should tell the Bok coaches that a lot of this team should be changed. They beat this same NZ team by record margin with the same circumstances but with a different core. They bring back the tried and tested guys and they nearly botch this game.
139 Go to commentsI knew who wrote this article from the first few words in the headline…lol. The red card actually did the ABs a favour. It galvanized them, only then did they step up a gear. Before that there was zero momentum.
139 Go to commentsFirstly the foul on Bongi was a planned move just like the NZ master plan with Bryce Lawrence you kiwis are filthy fux perhaps try to play a cleaner game next time I doubt that’s possible tho but don’t worry world rugby is on yr side they trying to take away all the BOKS strengths to help all you weakling as Jeremy Clarkson would say LA OO ZA ERR..🤣
139 Go to commentsAbsolutely spot on Ben. I certainly wouldn't gloat over a win like that. Frustrating as it is it's done and dusted and history will forever show the result.
139 Go to commentsHo hum.
139 Go to commentsNo question they were the better team. But that is the beauty of sport isn’t it!
139 Go to commentsEveryone is into Hurling in Ireland according to Porter, but only 11 of Ireland's 32 counties enter a team into the national competition. Same old blarney.
1 Go to commentsLet’s be honest. The draw and scheduling in the World Cup was a joke but South Africa found a way after having to go the hard (nearly impossible) way to the Cup Final via France and England. NZ had a hard game against France (lost) and had 5 weeks to prepare for the Quarter, 3 weeks knowing it was Ireland. NZ theerfore had to win one big game against an Irish team who played SA and then Scotland 7 days before. They won and it was de facto a semi final because they were playing a relatively weak Argentina team and it was a walk over. In the final a very rested NZ team was playing a very tired SA team and still lost. They couldn’t score more than 11 points. Put another way SA had to find a way to win while tired and they achieved that. NZ should thank their lucky stars that they fixed the scheduling in 2015 otherwise they would be dealing with a Bok treble.
139 Go to commentsPerhaps if Bongi wasn’t targeted and removed from the game in the first 3 minutes it would have been quite a different game. Maybe if NZ also faced the same competition the Boks faced to their win NZ would have looked quite different. The final score shows who outplayed who.
139 Go to commentsRubbish article! Abuladze played most of Exeters matches when fit. He got injured against Glasgow a while ago and is out for the rest of the season, thats why he hasnt played for Exeter and Georgia recently. Do some proper research next time!
1 Go to commentsGotta love it when kids throw their toys out the pram and can’t hack it with the grown ups debate. Here’s looking at you turlough! 😉🤣
148 Go to commentsThey lost the game period move on
139 Go to commentsSpringboks won! Stop winging. You can change the game however much you and your rugby colonizing IRB want to and the Springboks will win you at that too. Your mind is colonized my friend get a life
139 Go to comments