Why the Exeter Chiefs Should Rebrand Themselves

This blog post originally appeared at the Imperial and Global Forum in June. It’s reposted with slight edits here for reasons I’ll go into below.

Exeter chiefs3On any given weekend, you might find yourself on a train platform, surrounded by sports fans wearing “Native American” headdresses and “war paint,” and waving inflatable tomahawks. They’ll be wearing apparel purchased from the team’s online store (the “Trading Post”), where you can also buy a “Little Big Chief” mascot. During the event, supporters will chant the Tomahawk Chop to get into the spirit of things, and afterward, perhaps they’ll rehash the game on the team’s message boards (“the tribe”). But this isn’t the Atlanta Braves. It’s not the Washington Redskins. This is a rugby match for Great Britain’s Exeter Chiefs, and it’s a problem that evokes Britain’s imperial American past.

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