Exeter Chiefs have undergone a full makeover this offseason having said goodbye to their Native American branding following severe pressure.
Grumblings about the Chiefs branding being insensitive to Native Americans has been doing the rounds for a number of years.
Coming from a rather strange angle, Premiership rivals Wasps were a real driving force behind the change.
Initially approaching the Premiership requesting that the Chiefs fans cease wearing the native American headdresses, Wasps continued to highlight that the cultural appropriation was no longer acceptable in society.
The suggestion came in the wake of several American sports teams undertaking a rebranding following pressure from the Native American community.
Most notable among them was the Washington Redskins who have now rebranded to the Washington Commanders.
Following months of deliberation, Exeter decision makers made the move to replace their native American branding with an Iron Age Chief logo.
The Celtic Iron Age Dumnonii Tribe were present in Devon around 43AD and are therefore seen as an appropriate replacement.
Exeter will now aim to complete their makeover by replacing the “Tomahawk Chop” soundtrack that is played at the ground with an anthem that is more suitable and reflects the new branding.
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