Exeter Chiefs to ditch Native American branding after consulting fans squib

  • Majority of supporters back rebranding, Guardian understands
  • Club recently retired its Big Chief mascot for sensitivity reasons

Exeter Chiefs are preparing to ditch their Native American branding after calls from a majority of their supporters to make a change. In a statement Exeter stopped short of confirming their future plans but said a decision on “what the club will do next” would be forthcoming “within the next few weeks.”

Several members of the club’s board are understood to be strongly in support of rebranding after complaints that the existing imagery is disrespectful to indigenous people in North America. While no formal vote was taken at the club’s annual general meeting in midweek, the Guardian understands that 70% of the feedback from fans via email backed a branding change.

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