Exeter Chiefs have revealed their new 'visual identity', which sees them finally drop Native American imagery.
The Gallagher Premiership club had come under pressure to move away from their controversial use in recent years.
Exeter have only been known as the 'Chiefs' since 1999, a nickname foisted upon them 128-years into their existence.
In 2020, a group called Exeter Chiefs 4 Change wrote, "There is no place in a predominantly white British environment for appropriation of Indigenous Peoples‘ imagery that has no relation whatsoever to the history of the club, or the city," they said
"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."
American franchises like the Washington Football Team and Cleveland Guardians have made similar moves, leaving behind their appropriation of 'Redskins' and 'Indians'.
According to the former European champions, their new crest "draws inspiration from the Celtic Iron Age Dumnonii Tribe, which encompassed a unified area covering Devon, Cornwall and parts of Somerset for many hundreds of years before the Roman occupation from 43 AD, as well as the later ‘Celtic Kingdom of Dumnonia’, which was established around AD 410 and continued for almost 500 years"
Exeter chairman and CEO Tony Rowe said, "We are excited to welcome in the next era of rugby within Exeter.
“Exeter has and always will be the most important term in our overall identity. The term Chiefs, however, is equally entrenched in our make-up, going back to over a century ago when teams in this region would regularly call their first teams that of the Chiefs.
“We are Exeter, we are the Chiefs, "As a rugby club we have been willing to listen, we have consulted far and wide, and now we are ready to invoke change.
"This is a new direction for our great club, but equally it’s an exciting vision that I’ve no doubt will propel us onwards and upwards over time.
“Our new imagery will bring to life the pride our supporters have to support their club, unifying us all under one brand that underlines all of our core traditions.”
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