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‘Chiefs’ name not the issue, it’s use of imagery

IT’S been great to see the branding of Exeter Chiefs discussed in the last few weeks. However, it feels like the only important reason for the rebranding which Exeter Chiefs for Change has been campaigning for has been overlooked.
Of course the imagery does not mean to cause offence and was designed with only positive connotations in mind, but many Indigenous Peoples have been stating for years that the use of their culture like this is actually inappropriate and offensive and they’ve asked all sports teams to stop.
They object to the use of reductive, misrepresentative stereoty...

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