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Redskins' New Branding Unlikely To Use Native American Imagery

The Redskins organization is "not expected to use Native American imagery with its new name and logo," although plans are "not finalized," according to a source cited by Les Carpenter of the WASHINGTON POST. One source said, "In effect, (the review) buys time (to study possibilities)." Sources said that although Redskins Owner Dan Snyder has "sought advice on the name issue from Jay Leveton, a partner in the Stagwell Group, a Washington-based marketing firm, the firm is not believed to be running the review." It is "unknown whether the Redskins have approached tribal leaders or advocacy groups for guidance." Several Native American leaders this week said that they have "not heard from the team or the NFL regarding the name review and emphasized the importance that they have a voice in the discussion" (WASHINGTON POST, 7/9). 

EXPENSIVE UNDERTAKING: In DC, Rick Maese writes a name change is a "costly affair." Everything from "stadium signs to employee business cards needs to be replaced." One veteran consultant who has worked with several NFL teams estimates that it will be "at least" a $10M undertaking, "possibly costing a team twice as much for a significant overhaul.” Additionally, any "windfall associated with the change could be nominal." That is "because of revenue-sharing among NFL owners, but it is also contingent upon how quickly the fan base embraces the new look, according to economists, branding consultants and club officials familiar with such makeovers" (WASHINGTON POST, 7/9). In DC, Matthew Paras writes under the header, "Redskins Alumni Coming To Grips With Pending Name Change" (WASHINGTON TIMES, 7/9). 

HOLLOW GESTURE? YAHOO SPORTS' Jay Busbee noted in March '14, Snyder "announced the creation of the Washington Redskins Original Americans Foundation." The charity's intent, according to Snyder, was to "improve the daily lives of Native Americans in tribes across the country through a combination of gifts and educational assistance." Less than four years after that announcement, the Original Americans Foundation was "nearly a million dollars in the red." According to IRS filings, the club's "contributions to the fund had declined" from $5M in FY '15 to $500,000 in '18. Even with declining contributions, salaries and operating expenses "remained constant at over $750,000 per year." By FY '18, grants to Native American communities had "dwindled to barely" 7% of the charity’s initial grants, and by FY '19, that number had "zeroed out entirely." Throughout the five years of existence now visible in public records, the Original Americans Foundation has "given grants to dozens of schools and tribes across the country." But the foundation "doesn’t even merit a mention on the team’s website" (SPORTS.YAHOO.com, 7/8). SI.com's Vrentas & Rosenberg write under the header, "Dan Snyder Started A Foundation To Support Native Americans. Has It Abandoned Its Mission?" For years, Snyder has "claimed to serve and support Native Americans." Public records "tell a far less flattering story" (SI.com, 7/9). 

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