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The branding debate that has split Exeter Chiefs fans
The petition for the Exeter Chiefs to drop their use of Indigenous Peoples’ imagery has sparked a hectic discussion amongst online fans, a conversation that many feel should have taken place a while ago.
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Momentum sprung from the Black Lives Matter movement which recently encouraged people to educate themselves on the significance of race, and it has now focused on the alleged offence Exeter cause by using Native American imagery for their logo and mascot.
The demand for the Devon club to change grew when NFL outfit the Washington Redskins announced they will undergo a review of the team’s name. Baseball’s Cleveland Indians have also been targeted.
A petition was launched last week for Exeter to do the same, which passed 2,000 signatures on Wednesday. The majority of voices on social media are in support of such change, but some have highlighted that Exeter were not intentionally being racist when they adopted this branding in 1999.
Instead, it is supposed to represent the bravery and strength of the people they are depicting in their images.
The petition’s website addressed these issues and explained why this is offensive. It said: “Exeter Chiefs is a fantastic club that has seen a huge amount of success on the pitch and done a lot of good off it for decades.
“It’s one of Exeter’s most well-known brands and has put the city firmly on the sporting map. The club MUST address its use of offensive and harmful imagery and branding.
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“There is no place in a predominantly white British environment for the appropriation of Indigenous Peoples’ imagery that has no relation whatsoever to the history of the club, or the city.
“The Chiefs brand dates back to 1999, a decision that was not taken with racism in mind, but one that is now sat increasingly awkwardly at the pinnacle of English rugby.
“The stylised Chief on the club’s crest, the Big Chief mascot, the headdresses and tomahawks adorning the supporters, and the Tomahawk Chop chant are all examples of cultural appropriation of the Indigenous Peoples who were all but wiped out by white European settlers and who still suffer extreme examples of racial prejudice today across the world.”
Furthermore, it has frequently been said that the Chiefs do not actually need to change their name, rather align the branding with something more local, much in the same way the Glasgow Warriors have done by using a logo that portrays their ancient ‘West Coast Warriors’.
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Pressure had been mounting on officials at Exeter to address this issue, and it was recently announced that they will conduct a review into the use of Native American branding.
Good to see this is getting some traction. English rugby’s Exeter Chiefs has a lot of racism in their self-image.
Time to find a new brand https://t.co/aSLebnTzyM
— Patrick Johnston (@risingaction) July 7, 2020
A lot of @ExeterChiefs fans who want to keep the current branding say that it “honours and respects Indigenous people”. However – Indigenous people themselves do not feel honoured or respected, and that’s what matters. Intent vs impact. Please sign! https://t.co/PnratbO0Wz
— Emily Hodson (@e_hodson) July 6, 2020
Hi, I’d really encourage you to take a look at the @ExChiefs4Change campaign and understand the other side of the coin. They’ve been engaging with Indigenous/First Nation peoples to understand how the appropriation of their symbols is offensive. ?? have a great rest of your day x
— Shona Smith (@shona_smith1) July 8, 2020
Finally @ExeterChiefs. It shouldn’t have taken this long but I’m so pleased you are reviewing your branding. Let’s hope the review results in change! @ExChiefs4Change thank you for being an excellent voice in this fight ??
— Gemma ? (@Gemma_Fox) July 8, 2020
@ExeterChiefs your name, logo and mascot could use a full overhaul. It does not honour Indigenous culture in any way, rather the opposite. Our culture is NOT a costume.
— Iroquois Roots Rugby (@rootsrugby) July 4, 2020
Maybe @ExeterChiefs could just change their branding to echo the Dumnonii tribe of britons that were native to the area. How about this one @ExChiefs4Change ? You’re welcome ? pic.twitter.com/luBUuOi0FE
— BorderBadger (@BorderBadger1) July 7, 2020
@ExeterChiefs were addressed by many Indigenous and non-indegenous people both in academia and elsewhere. More than 5 media spoke about this issue. @NotYourMascot faced them with decades of studies about the harm this entails.But @ExeterChiefs still remain silent#NotYourMascot
— Abdenour Bouich #EndRacistMascots (@AbdenourBouich) July 6, 2020
We could go a little more Saxon @ExeterChiefs ? pic.twitter.com/viS1faHmvR
— Tom Gamwell (@GamwellT) June 30, 2020
If you’re looking to rebrand in the future @ExeterChiefs then how about this for and idea? Apologies for the rough drawing, I’m no graphic designer that’s for sure! pic.twitter.com/O4mKUDpcHm
— Edward Traynor (@EddieT1885) July 1, 2020
Comments on RugbyPass
Absolutely..all they need is a chance in yhe playoffs and I bet all the other teams will be nervous…THEY KNOW HOW TO WIN IM THE PLAYOFFS..
2 Go to commentsI really hope he comes back and helps out with some coaching.
1 Go to commentsI think we are all just hoping that the Olympic 7s doesn’t suffer the same sad fate as the last RWC with the officials ruining the spectacle.
1 Go to commentsPersonally, I’ve lost the will to even be bothered about the RFU, the structure, the participants. It’s all a sham. I now simply enjoy getting a group of friends together to go and watch a few games a year in different locations (including Europe, the championship, etc). I feel extremely sorry for the real fans of these clubs who are constantly ignored by the RFU and other administrators. I feel especially sorry for the fans of clubs in the Championship who have had considerable central funding stripped away and are then expected to just take whatever the RFU put to them. Its all a sham, especially if the failed clubs are allowed to return.
9 Go to commentsI’m guessing Carl Hayman would have preferred to have stayed in NZ with benefit of hindsight. Up north there is the expectation to play twice as many games with far less ‘player management’ protocols that Paul is now criticising. Less playing through concussions means longer, healthier, careers. Carter used as the eg here by Paul, his sabbatical allowed him to play until age 37. OK its not an exact science but there is far more expectations on players who sign for Top 14 or Engl Prem clubs to get value for the huge salaries. NZR get alot wrong but keeping their best players in NZ rugby is not one of them. SA clubs are virtually devoid of their top players now, no thanks. They cant threaten the big teams in the Champions Cup, the squads have little depth. Cant see Canes/Chiefs struggling. Super has been great this year, fantastic high skill matches. Drua a fantastic addition and Jaguares will add another quality team eventually. Aus teams performing strongly and no doubt will benefit with the incentive of a Lions tour and a home RWC. Let Jordie enjoy his time with Leinster, it will allow the opportunity for another player to emerge at Canes in his absence.
5 Go to commentsLove that man, his way to despise angry little men is so funny ! 😂
4 Go to comments“South African franchises would be powerhouses if we had all our overseas based players back in situ. We would have the same unbeatable aura the Toulouses, Leinsters or Saracens of this world have had over the last decade or so.” Proof that Jake white does not understand the economics of the game in SA. Players earning abroad are not going to simply come back and represent the bulls. But they might if they have a springbok contract.
22 Go to commentsA lot of fans just joined in for the fun of it! We all admire O'Gara and what he has done for La Rochelle
4 Go to commentsThe RFU will find a way to mess this up as usual. My bet is there will be no promotion into the the Premiership, only relegation into National League One. Hopefully they won’t parachute failed clubs into the league at the expense of clubs who have battled for promotion.
9 Go to commentsWell that’s the contracts for RG and Jordie bought and paid for. Now, what are the chances we can persuade Antoine to hop over with all the extra dosh we’ll have from living at the Aviva & Croke next season…??? 🤑🤑🤑
14 Go to commentsWow, that’s incredible. Great for rugby.
14 Go to commentsYou probably read that parling is going to coach the wallaby lineout but if not before now you have.
14 Go to commentsIf someone like Leo Cullen was in O’Gara’s place I don’t hear Boo-ing. It’s not just that La Rochelle has hurt Leinster and O’Gara is their Irish boss. It’s the needle that he brings and the pantomime activity before the game around pretending that Munster were supporting LaRochelle just because O’Gara is from Cork. That’s dividing Irish provinces just to get an advantage for his French Team. He can F*ck right off with that. BOOOOO! (but not while someone is lying injured)
4 Go to commentsDid the highlanders party too hard before the game? They were the pits.
1 Go to commentsWhat a player! Not long until he’s in the England side, surely?
4 Go to commentsHe seems to have the same aura as Marcus Smith - by which I mean he’s consistently judged as if he’s several years younger than he actually is. Mngomezulu has played 24 times for the Stormers. When Pollard was his age he had played 24 times for South Africa! He has more time to develop, but he has also had time to do some developing already, and he hasn’t demonstrated nearly as much talent in that time as one would expect. If he is a generational talent, then it must be a pretty poor generation.
6 Go to commentsThe greatest Springbok coach of all time is entirely on the money. Rassie and Jacques have given the south african public a great few years, but the success of the springbok selection policy will need to be judged in light of what comes next. The poor condition that the provincial system is currently in doesn’t bode well for the next few years of international rugby, and the insane 2026 schedule that the Boks have lined up could also really harm both provincial and international consistency.
22 Go to commentsJake White is a brilliant coach and a master in the press. This is another masterclass in media relations and PR but its also a very narrow view with arguments that dont always hold water. White wants his team to win, he wants the best players in SA and wants his team competitive. You however have to face up to the reality of a poor exchange rate and big clubs with big budgets. SA Rugby cant compete and unless it can find more money SA players will keep leaving regardless of Springbok eligibility and this happened in 2015 - 2017. Also rugby is not cricket. Cricket has 3 formats and T20 cricket is where the money is at. When it comes to club vs country the IPL is king but that wont happen because the international calendar does not clash with the club calendar in rugby. So the argument about rugby going down the same path as cricket is really a non-starter
22 Go to commentsNZ rugby seem not to have learnt anything from professional rugby. Super rugby was dying and SA left before they died with the competition. SA rugby did a u turn on their approach to international players playing overseas and such players are now selected for Bok teams. As much as each country would love to retain their players playing in local competitions, this is the way the world is evolving my friends. Move with it or stay 20 years behind the times. One more thing. NZ rugby hierarchy think they are the big cheese. Take a more humble approach guys. You do not seem to have your players best interests at heart.
5 Go to commentsBeaches? In Cardiff? Where?
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