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Exeter Chiefs is going to revise branding after fan protests over the use of Native American imagery

Premiership table toppers Exeter Chiefs to review official branding this month following fan protests over their use of Native American logos and mascots

  • Exeter Chiefs will revise their official branding following supporter protests
  • The club was criticized for using Native American logos and mascots
  • About 1,900 people signed the petition and asked the club to drop the footage
  • Exeter has never received complaints about their branding

Exeter directors will review their official branding at a board meeting later this month, in response to fan protests over the longstanding use of Native American logos and mascots.

The Devon club faced an increasing desire to change their imagery of the Chiefs – but not the nickname itself – after a petition was launched by a group of supporters. Exeter has not yet made any public comments on the matter and will only do so after their board has considered the matter.

As of Tuesday night, approximately 1,900 people had signed the petition entitled “Ask Exeter Chiefs to Drop Racist Use of Indigenous Peoples’ Imagery and Branding.” The fans who launched it wrote to the club’s board against the backdrop of the global Black Lives Matter campaign and the issue is now on the agenda for talks.

Exeter directors will revise their official branding at a board meeting this month, in response to fan protests over the long-term use of Native American logos and mascots

Exeter directors will revise their official branding at a board meeting this month, in response to fan protests over the long-term use of Native American logos and mascots

Although a local MP has joined the call to scrap the Native American logo and mascot, a counter-request has also gotten hold. Under the title ‘The Chiefs’ representation of an American Indian, it is about respect and honor towards them’, 1,700 people had registered on Tuesday evening, assuming an initial target of 2,500.

Sports email understands that Exeter has never received a complaint about their brand choice prior to the recent campaign.

The nickname Chiefs was adopted in the late 1990s, at a time when clubs were starting brand strategies. It is thought to stem from a Devon tradition of first club teams in the county called ‘Chiefs’.

Exeter has never received a complaint about their brand choice

Exeter has never received a complaint about their brand choice

Exeter has never received a complaint about their brand choice

Meanwhile, Gloucester’s turmoil continued on Tuesday as the West Country club confirmed coach Rory Teague’s departure, as evidenced by Sports email. Another lock has also left Kingsholm, with South African Gerbrandt Grobler agreeing conditions to join Parisian club Stade Francais.

Premiership Rugby’s hopes to confirm details of their game schedule for the remainder of this season have been hampered by the need for municipalities to sign off matches mid-week.

About half of the top division clubs play on residential areas, which means that municipalities are required to approve the expected three rounds of night games. Gaulish clubs have accepted plans for France to play five tests this fall, as a next step towards the international 2020 program to be completed.

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