A day after assuming control of the Washington Commanders, Josh Harris beamed about taking over the NFL team he and co-owner Mitch Rales rooted for as kids.
“I grew up with Sonny Jurgensen, Billy Kilmer, Joe Theismann, Mark Rypien, Doug Williams, Joe Gibbs, the Hogs, Darrell Green, John Riggins and the rest of these legends and three Super Bowl championships,” Harris said. “The then-Redskins were the team that everyone wanted to be a part of.”
“The Washington Redskins used to be probably a top-10 NFL brand,” said Michael Lewis, an Emory University marketing professor who specializes in sports marketing and analytics. “When I look at the data these days, they are probably the worst on just about every marketing metric. And so may have the intuition that we’ve got to steer it back to that heritage.”
“It just felt like we slid back,” she said. “After everything that happened and the hard-fought victory to finally retire the dictionary-defined racial slur and everything that came post-George Floyd, it is just mind-blowing to me.” A fresh start - eventually another re-brand - is possible, but a return to the old name doesn’t appear in the cards. Team president Jason Wright, who was hired by Snyder in the summer of 2020 to run the business side of the organization and has remained in that job under new ownership, said on Washington radio last week it was “not being considered - period.”
While Lewis, the marketing professor, questions the upside of using the old name, he acknowledged the human nature of some longtime fans not feeling welcome since it was dropped.
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