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Exeter Chiefs told to follow Washington Redskins and drop their ‘demeaning, disrespectful and stereotypical’ branding

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EXETER CHIEFS have been told to drop their “demeaning, disrespectful and stereotypical” branding by the oldest Native American Indian group.

Just hours after NFL side the Washington Redskins announced that they were changing their offensive name and red Indian badge, the National Congress of American Indians called on other sports teams to follow.

Exeter Chiefs are facing calls to change their branding and mascot
Getty Images - Getty

Premiership rugby side Chiefs, who are favourites to win the league this year, have so far refused to comment on the situation.

Although SunSport revealed last week that they had promised to consider the controversial subject at their next board meeting.

A petition asking for them to retire their ‘Big Chief’ mascot and change their badge, has received almost 3,000 signatures.

Chiefs fans also do the “Tomahawk Chop” – which has also been criticised as cultural appropriation.

And piling on the pressure, the NCAI, USA’s oldest, largest and most representative American Indian and Alaska Native group, said: “We commend the Washington NFL team for eliminating a brand that disrespected, demeaned, and stereotyped all Native people.

“We call on all other sports teams and corporate brands to retire all caricatures of Native people that they use as their mascots.

“We are not mascots – we are Native people, citizens of more than 500 tribal nations who have stood strong for millennia and overcome countless challenges to reach this pivotal moment in time when we can help transform America into the just, equitable, and compassionate country our children deserve.”

Chiefs are seemingly unfettered by the movement for change.

Just last week they were advertising shirts with a giant, camouflaged Native American on the back of it.

They have also been flogging face masks with the same branding.

One Gloucester and Wales fan, Tom George hit out at them as he said: “It’s truly embarrassing for the league, sport and especially your fans that you are doubling down on this branding and refusing to engage in conversation with the chiefs for change campaign.

“Instead of constantly doubling down on this problematic branding, maybe follow Washington’s NFL team and change it.”
Julie Dye called it: “Gross!”

And Exeter University PhD student Zaina Mahmoud added: “Instead of making merch, maybe actually engage with the calls to change your mascot so it’s not hideously racist?”

In response to the news from Washington DC, Exeter Chiefs for Change said: “Exeter Chiefs for Change is delighted to see the Washington NFL team finally make the right decision.

“The pressure is now building on Exeter Chiefs to also do the right thing and properly review their imagery in collaboration with people from the relevant communities.

“It’s increasingly evident that, despite the intention for it to be a positive association, the imagery is not perceived in that way by many from those populations.

“We have seen many individuals and groups speak up both about Exeter Chiefs specifically and about all mascots of these types.

“As well as being offensive to them, there’s research that shows that harmful reductive caricatures, such as that used by Exeter Chiefs, do damage to the perception, cultural identity and mental health of Indigenous people.

“Up to this point there has still been no official public statement from the club, but it’s clear this isn’t going away so we urge them to face up to the issue as soon as possible.

“It took many years of hugely negative and distracting PR damage for Washington to realise they had no other choice and we don’t want Exeter to make the same mistake.

“There’s an opportunity for the club to take a lead and get this dealt with properly and promptly 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.”

However, Chiefs do have some supporters and a rival petition is asking for them to keep their badge.

More than 2,000 people have signed Ian Dunstan’s petition called “The Chiefs representation of an American Indian is about respect and honour to them.”

It argues: “The usage of the Native American in the Exeter Chiefs logo and brand is to honour and respect their cultural beliefs.

“Exeter Chiefs fans wear their replica shirts and merchandise with pride of their team, and all that goes with it.

“The Chiefs have a huge, dedicated and very loyal following who all do the “chop” with pride.

“We would all love everyone to share our belief and not see it with any offence.

“Please sign this if you want to be proud and support the magnificent Exeter Chiefs and all their achievements.”

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