Exeter Chiefs supporters petition for club to drop 'racist Native American branding'

A group set up by Exeter Chiefs supporters have called for the club's "racist use of Native American imagery and branding" to be dropped, comparing the use of the headdresses and chanting the Tomahawk Chop to blackface.

A petition started earlier this week by Exeter supporter Ashley Green has gained more than 550 signatures, with Exeter's Labour MP, Ben Bradshaw, also publicly backing the move.

Members of the group, speaking to Telegraph Sport, described Exeter's use of a Native American mascot, the tomahawk chant and adoption of headdresses by supporters as "demeaning". The group added there was no issue with keeping the 'Chiefs' name, pointing to Exeter's history of Celtic tribes in the region during the pre-Roman era and calling for the club's image to be built around that period of time as opposed to appropriating Native American culture.

Exeter Rugby adopted the 'Chiefs' brand in 1999. The club were then promoted to the Premiership in 2010 and have since established themselves as a major force in both English and European rugby, winning the Premiership title in 2017.

"I do believe that Exeter Chiefs are a great club who do so many great things both on the pitch and off it. How they have risen to become the best team in England and one of the best teams in Europe has been nothing short of remarkable," explained Ben, a season ticket holder for seven years.

"During the last few years, I have also learnt about the offence that [the branding] causes, having your culture, your identity appropriated by sports teams. The headdress or warbonnet is revered in many cultures, and we use it as a way to play fancy dress. We just use the term Native American as a catch-all, not realising that there many distinct tribes throughout North America. But we use a stereotype."

Referencing the momentum for change created recently by the Black Lives Matter movement, another petitioner, Mary, compared the use of Native American branding to blackface.

"If Exeter Chiefs had a Golliwog as their icon now, we would all have an issue with that. Essentially, what they are doing with the branding, is the First Nation equivalent of blackface. Native American people do not consent to you using their image. Why are you still doing this? It is just so demeaning."

The use of Exeter's mascot, named 'Big Chief', has also come under fire. "People might ask, how is it racist? Firstly, it’s a cultural appropriation. Second, the feathers are sacred, so there is a desacralisation," explains Abdenour, a PHD candidate at Exeter University.

Others criticised Exeter's lack of communication over the issue. "They have been consistently and shamefully silent on the issue," added Elena. "The conversation isn’t a new one. The club’s response has been the same every single time."

Laura, another long-term Exeter supporter, added that the use of the branding had prevented her from purchasing replica jerseys. "I live away from Exeter and would love to be able to wear the kit with pride and show my roots with my home town, to get the kit for my daughter, and introduce her to our family team."

Exeter Chiefs had no comment regarding the petition when contacted on Wednesday.