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The branding debate that has split Exeter Chiefs fans

(Photo by Dan Mullan/Getty Images)

The petition for the Exeter Chiefs to drop their use of Indigenous Peoples’ imagery has sparked a hectic discussion amongst online fans, a conversation that many feel should have taken place a while ago.

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Momentum sprung from the Black Lives Matter movement which recently encouraged people to educate themselves on the significance of race, and it has now focused on the alleged offence Exeter cause by using Native American imagery for their logo and mascot. 

The demand for the Devon club to change grew when NFL outfit the Washington Redskins announced they will undergo a review of the team’s name. Baseball’s Cleveland Indians have also been targeted. 

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Exeter and England midfielder Henry Slade guests on The Lockdown, the RugbyPass pandemic interview series

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Exeter and England midfielder Henry Slade guests on The Lockdown, the RugbyPass pandemic interview series

A petition was launched last week for Exeter to do the same, which passed 2,000 signatures on Wednesday. The majority of voices on social media are in support of such change, but some have highlighted that Exeter were not intentionally being racist when they adopted this branding in 1999.

Instead, it is supposed to represent the bravery and strength of the people they are depicting in their images. 

The petition’s website addressed these issues and explained why this is offensive. It said: “Exeter Chiefs is a fantastic club that has seen a huge amount of success on the pitch and done a lot of good off it for decades. 

“It’s one of Exeter’s most well-known brands and has put the city firmly on the sporting map. The club MUST address its use of offensive and harmful imagery and branding.

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“There is no place in a predominantly white British environment for the appropriation of Indigenous Peoples’ imagery that has no relation whatsoever to the history of the club, or the city. 

“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.

“The stylised Chief on the club’s crest, the Big Chief mascot, the headdresses and tomahawks adorning the supporters, and the Tomahawk Chop chant are all examples of cultural appropriation of the Indigenous Peoples who were all but wiped out by white European settlers and who still suffer extreme examples of racial prejudice today across the world.”

Furthermore, it has frequently been said that the Chiefs do not actually need to change their name, rather align the branding with something more local, much in the same way the Glasgow Warriors have done by using a logo that portrays their ancient ‘West Coast Warriors’. 

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Pressure had been mounting on officials at Exeter to address this issue, and it was recently announced that they will conduct a review into the use of Native American branding. 

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J
JW 2 hours ago
'Passionate reunion of France and New Zealand shows Fabien Galthie is wrong to rest his stars'

Ok, managed to read the full article..

... New Zealand’s has only 14 and the professional season is all over within four months. In France, club governance is the responsibility of an independent organisation [the Ligue Nationale de Rugby or LNR] which is entirely separate from the host union [the Fédération Française de Rugby or FFR]. Down south New Zealand Rugby runs the provincial and the national game.

That is the National Provincial Championship, a competition of 14 representative union based teams run through the SH international window and only semi professional (paid only during it's running). It is run by NZR and goes for two and a half months.


Super Rugby is a competition involving 12 fully professional teams, of which 5 are of New Zealand eligibility, and another joint administered team of Pacific Island eligibility, with NZR involvement. It was a 18 week competition this year, so involved (randomly chosen I believe) extra return fixtures (2 or 3 home and away derbys), and is run by Super Rugby Pacific's own independent Board (or organisation). The teams may or may not be independently run and owned (note, this does not necessarily mean what you think of as 'privately owned').


LNR was setup by FFR and the French Government to administer the professional game in France. In New Zealand, the Players Association and Super Rugby franchises agreed last month to not setup their own governance structure for professional rugby and re-aligned themselves with New Zealand Rugby. They had been proposing to do something like the English model, I'm not sure how closely that would have been aligned to the French system but it did not sound like it would have French union executive representation on it like the LNR does.

In the shaky isles the professional pyramid tapers to a point with the almighty All Blacks. In France the feeling for country is no more important than the sense of fierce local identity spawned at myriad clubs concentrated in the southwest. Progress is achieved by a nonchalant shrug and the wide sweep of nuanced negotiation, rather than driven from the top by a single intense focus.

Yes, it is pretty much a 'representative' selection system at every level, but these union's are having to fight for their existence against the regime that is NZR, and are currently going through their own battle, just as France has recently as I understand it. A single focus, ala the French game, might not be the best outcome for rugby as a whole.


For pure theatre, it is a wonderful article so far. I prefer 'Ntamack New Zealand 2022' though.

The young Crusader still struggles to solve the puzzle posed by the shorter, more compact tight-heads at this level but he had no problem at all with Colombe.

It was interesting to listen to Manny during an interview on Maul or Nothing, he citied that after a bit of banter with the All Black's he no longer wanted one of their jersey's after the game. One of those talks was an eye to eye chat with Tamaiti Williams, there appear to be nothing between the lock and prop, just a lot of give and take. I thought TW angled in and caused Taylor to pop a few times, and that NZ were lucky to be rewarded.

f you have a forward of 6ft 8ins and 145kg, and he is not at all disturbed by a dysfunctional set-piece, you are in business.

He talked about the clarity of the leadership that helped alleviate any need for anxiety at the predicaments unfolding before him. The same cannot be said for New Zealand when they had 5 minutes left to retrieve a match winning penalty, I don't believe. Did the team in black have much of a plan at any point in the game? I don't really call an autonomous 10 vehicle they had as innovative. I think Razor needs to go back to the dealer and get a new game driver on that one.

Vaa’i is no match for his power on the ground. Even in reverse, Meafou is like a tractor motoring backwards in low gear, trampling all in its path.

Vaa'i actually stops him in his tracks. He gets what could have been a dubious 'tackle' on him?

A high-level offence will often try to identify and exploit big forwards who can be slower to reload, and therefore vulnerable to two quick plays run at them consecutively.

Yes he was just standing on his haunches wasn't he? He mentioned that in the interview, saying that not only did you just get up and back into the line to find the opposition was already set and running at you they also hit harder than anything he'd experienced in the Top 14. He was referring to New Zealands ultra-physical, burst-based Super style of course, which he was more than a bit surprised about. I don't blame him for being caught out.


He still sent the obstruction back to the repair yard though!

What wouldn’t the New Zealand rugby public give to see the likes of Mauvaka and Meafou up front..

Common now Nick, don't go there! Meafou showed his Toulouse shirt and promptly got his citizenship, New Zealand can't have him, surely?!?


As I have said before with these subjects, really enjoy your enthusiasm for their contribution on the field and I'd love to see more of their shapes running out for Vern Cotter and the like styled teams.

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