Racism in
Sports Team Images
A Indigenous Perspective
on Trademarks
What do you think of when you
hear Indian or Aboriginal?
Some History and Facts
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Definitions
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Indian – was used by government, outdated
Aboriginal/Native – general umbrella term
First Nations – 50+ different First Nations in
Canada
Indigenous – original people of the land
Metis – mixed indigenous/European ancestry
Inuit – indigenous people of Arctic
In US they use the term American Indian or Native
American
Facts and Figures
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Indigenous peoples in North America have
lived here for > 10,000 years
Decimation through disease, conflict,
uprooting
Current Canadian population approx. 1
million (3% of population), fastest
growing demographic
Thriving and struggling communities,
resilience
What is a trademark?
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Word, phrase, jingle, or symbol that
identifies a particular enterprise/product
Sports teams names do not have
indefinite useful life – they may change
trademark
Native American Mascots
 http://www.youtube.com/watch?v=
salgNyX3roI&feature=related
Opposing use of mascots
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Perpetuate ignorance/negative
stereotypes
Demean traditions, ceremonies
Double standards – no team names for
African-Americans, Caucasians or Latin
Americans
Most often used in schools –
message to youth?
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Offensive dance – U.S. College
basketball
http://www.youtube.com/watch?v=
jhKxKPUbs_E&feature=related
Supporting the use of mascots
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Say they honor the people (fradulent claim
by Washington and Cleveland)
Say it promotes indigenous culture
Arguments often made by non-indigenous
people
Change will alienate alumni, decrease
donations, anger fans
Cleveland “Indians”
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Chief Wahoo is mascot
Controversial throughout history
Said the name was to honour a Native
American athlete – he asks them to
change it though
Protest in 1998, protesters arrested and
launch a lawsuit
Financial implications?
CLEVELAND INDIANS BASEBALL COMPANY, INC.
CONSOLIDATED BALANCE SHEETS (UNAUDITED AND IN THOUSANDS, EXCEPT SHARE DATA)
MARCH 31,
1999
CURRENT ASSETS:
Cash and cash equivalents
Marketable securities
Investments
Receivables and accrued income
Merchandise inventories
Prepaid expenses and other current assets
Deferred taxes
Deposit for grievance settlement
Total current assets
FIXED ASSETS:
Leasehold improvements, furniture and fixtures
and other equipment, at cost
Less accumulated depreciation and amortization
Total fixed assets, net
PREPAID SIGNING BONUSES AND PLAYER CONTRACTS
(Net of accumulated amortization)
INTANGIBLE ASSETS (Net of accumulated amortization)
DEFERRED TAXES
OTHER ASSETS
TOTAL
DECEMBER 31,
1998
$24,411
50,308
97
6,614
2,109
4,336
1,253
9,699
--------98,827
---------
$39,283
13,287
3,783
9,421
1,207
2,969
-9,589
--------79,539
---------
9,697
3,678
--------6,019
8,969
3,387
--------5,582
11,417
10,184
3,960
14,702
--------$ 145,109
=========
10,590
10,383
3,960
11,969
--------$ 122,023
=========
Financial Implications
for name change
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financial cost of changing logo, merchandise
becomes useless
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major sports teams HAVE changed their mascots
for non-controversial and financial reasons
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Washington Bullets changed their mascot to the
"Wizards" over concerns with violent
connotations
Tennessee Oilers, changed mascot to "Titans" a
full two years after the team's move from
Houston.
Some Success
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Indigenous activists work full-time on this issue
Hank Aaron, former baseball superstar lends
support
Cleveland Mayor proposes removing Indians
logo from all city property
Seattle University changes “Chieftains” to
“Redhawks”
California bans “redskins” from license plates
Atlanta Braves changes
mascot
More success
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College teams that aren’t controversial
refusing to play with teams that have
racist names/logos (Univ. of Wisconsin,
Univ. of Iowa)
Newspapers refuse to print offensive team
names (referred to as “Washington team”)
But….
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issue still remains contested today
According to American Indian Cultural
Support, 2,498 U.S. schools use racist
mascots (2006)
No major changes to professional team
names/logos
In Canada Edmonton Eskimos, Brooklin
Redmen in Ontario, others? (ironic that Brooklin, a
lacrosse team would use such a logo since lacrosse is an indigenous game)
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Danforth Tech in TDSB had to change
their Redmen name
No more chiefs and Pocohontas!
Instead of this…..
Why not this?
ISU#2 – create a new logo and write a letter/email to the offending team!