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New season kit launch reignites row over Exeter's Chiefs branding

Joe and Sam Simmonds celebrate versus Toulouse (Photo by Simon Galloway/PA Images via Getty Images)

Exeter Chiefs have ignited a fresh wave of criticism after launching their kit for the 2020/21 season. In response to a petition signed by over 3,500 people, the English Premiership outfit conducted a review in July regarding their branding and use of Native American imagery and subsequently dropped their mascot. 

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The club maintained use of their logo, though, believing it to be highly respectful, but that did not appease some of their opposition. The club said in a statement at the time: “Content provided to the board indicated that the name Chiefs dated back into the early 1900s and had a long history with people in the Devon area.

“The board took the view that the use of the Chiefs logo was in fact highly respectful. It was noted over the years we have had players and coaches from around the world with a wide range of nationalities and cultures. At no time have any players, coaches or their families said anything but positive comments about the branding or culture that exists at the club.”

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    James Hook on retirement, his new book and how many Wales players can make the 2021 Lions

    But upon the release of their new kits this week, the previous criticism Exeter had faced resurfaced, particularly regarding their third kit. This shirt displays two chief emblems across the midriff in a similar fashion to their current purple kit. 

    The organisation Exeter Chiefs For Change responded to the kit launch on Twitter, requesting that another review is conducted ahead of the 2021/22 season. 

    They said: “We appreciate that a lot of investment will have gone into the new season’s kit and it’s too late to make changes this season, but how about scheduling a further review of the branding before the 2021/22 season kit is designed and launched?”

    The responses that the Heineken Champions Cup finalists have received on social media are that they could realign their branding to something more local to Devon while still maintaining the Chiefs name. 

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    The NFL’s Washington team are an example of an organisation that underwent a recent rebranding by dropping their Redskins moniker earlier. However, while this issue has already been addressed by Exeter, they are still facing opposition. 

    https://twitter.com/IPMT1990/status/1311743126348988416?s=20

    https://twitter.com/52fitness/status/1311941151545589766?s=20

     

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    JW 4 hours ago
    France player ratings vs England | 2025 Six Nations

    Sorry my delivery on that joke was a bit bland. But to reply to the couple of good points you make, to me it just seemed like they had no plan with why Gatland was staying on. I mean the plan seemed to be “just get us a win against Italy and we can continue on as we are”, which is just terrible if that’s what Gatland was trying to achieve for Wales imo.


    Did it just happen to be Italy that he saw his team weren’t able to achieve his vision of success? I mean Italy are a very good side so its by no means a lost cause to not look like world beaters. Sure his focus should have been on more transient factors like growth and style for a full rebuild, not trying to avoid the wooden spoon.


    Which brings me to you main point, that would be exactly what the benefit of dropping down a tier would be. A chance to really implement something, get good at it, then take it up a level again once you’re ready. Even for Italy it must have been an incredibly brutal environment to have been trying to develop as a side.


    Not saying of course that the other EU teams would be any better, but it might be better for everyone if say ‘years of tough losses’ are shared between countries, rather than see Wales go through this journey two, three, possible four years in a row. Of course the main reason they don’t want to miss just one 6N season is because it would probably tank the game in their country missing out on all that revenue. I have always said they should look at widening the revenue share, there are plenty of competitions that have systems to keep bottom teams competitive, and the 6N would only make more money if it was a tierd competition with prom/rel.

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