Washington Football Team name rebrand is going just fine
Jul 23, 2020, 1:53 PM
The NFL team formerly known as the Washington Redskins remains in search of a new nickname.
But in attempting to replace the old name that Native American advocates have called a racial slur, the team has rebranded itself temporarily as the “Washington Football Team” for the 2020 season.
Seriously. That’s it!
It's the uniforms for us 👏 pic.twitter.com/7BGOmSqjMY
— Washington Football Team (@WashingtonNFL) July 23, 2020
Executive vice president and chief marketing officer Terry Bateman, hired Monday to oversee the name change and rebranding process, called the temporary design “a nice link between the history and the future,” according to the Associated Press.
“This is an organic kind of move,” Bateman said in a phone interview Thursday. “We wanted to think it through and really try to figure out what is the best approach for us, for the community, for the fans, for everybody, and came to the conclusion that what we wanted to do was to go slow with the renaming process and really be very thoughtful, very inclusive, respectful and all those things.
“That’s going to require some time to do it right.”
The problem is that putting thought into the final name apparently means skipping on using any creative juices in the meantime.
Already ordered the jersey pic.twitter.com/cRWPzEW6uB
— Ned (@Nedsfeed) July 23, 2020
The Washington Football Team has “NO NAME!” pic.twitter.com/NJ0GRVJTB0
— TPS (@TotalProSports) July 23, 2020
Just waking back up from my pregame nap to see about The Washington Football team??? 🤣🤣🤣🤣🤣🤣. Is that real?? No way! Oh man they had a thorough intense long board meeting about that one huh. 🥴🤦🏾♂️
— LeBron James (@KingJames) July 23, 2020
Just imagine when an announcer is saying “and the Football Team scores !” pic.twitter.com/dQ0BpXtEVc
— ryan 🚀 (@KATForThree) July 23, 2020
Can’t wait to see the Washington Football Team led by their Star Football Player pic.twitter.com/RW3qGXsmeC
— Tyler Mills🧢🤘🏻 (@tylermills151) July 23, 2020
Who you play for? The Washington football team.. naw that ain’t it 😂
For some reason that alone makes me feel it won’t be a football season.. I’m sad seriously
— Dez Bryant (@DezBryant) July 23, 2020
How birthday parties will look at the Washington Football Team offices: pic.twitter.com/raozfLWUH8
— Dom³³🥶 (@DROYJohnson) July 23, 2020
BREAKING: The Washington Football Team is pleased to unveil its new beer partnership for the 2020 season: Beer.
"Beer. When you need a beer, choose Beer." pic.twitter.com/IWAXi1gRqy
— John Buhl (@jbuhl35) July 23, 2020
the washington football team’s new uniforms: pic.twitter.com/EBcnwUnoab
— adam 💫💫💫 (@TrillTaysom) July 23, 2020
Need something to read while you're waiting for your favorite team's game to start? I recommend: pic.twitter.com/cNGIh2gQAn
— J.K. Riki (@JK_Riki) July 23, 2020
Marketing experts hope Snyder, coach Ron Rivera and Washington’s creative department consult with the community before determining a new name. Bateman expects fans, sponsors and others to have input before a final decision is made.
“I think it’s critically important because you don’t want to do (a name change) again,” Carnegie Mellon associate professor of marketing and strategy Tim Derdenger said recently. “You don’t want to mess this up, so they really need to take it seriously.
The Associated Press contributed to this story.
