On
Creating a Pareto Optimal Resolution to the Washington Redskins Name Dispute
The
debate or controversy, depending on the view one takes, surrounding the NFL
franchise Washington Redskins[1] has become one of the rare
sports controversies that has permeated into overall society. Individuals who have never watched a single
NFL game have an opinion on whether the Washington Redskins should change their
name. Whether the Washington Redskins should
keep their name has become a societal debate.
In this essay I will argue that it is in the best interests of the NFL and
the Washington Redskins to change the official name of the Washington DC NFL
franchise to a less controversial name.
The NFL must play an integral role in facilitating this transition and
for compensating the Washington Redskins organization for a loss of brand
equity a name change will entail. I will
argue that there exists a pareto optimal scenario for the Washington Redskins
organization and supporters of changing the name.
Setting
aside racists allegations against those involved, the name ‘Redskins’ does
appear to be a racist term which can easily be perceived as degrading towards
Native Americans, based solely on a perceived physical trait. The fans, players, and employees of the
Washington Redskins certainly do not mean to degrade Native Americans with
their support, but that may be the consequence regardless of intention. Even though several polls show a minority of
Native Americans support changing the Redskins name, the Redskins name needs to
be changed. If a minority of Native
Americans feel racially degraded by the Redskins name, that constituents enough
cause to change the Redskins name on the principles of protection of minority
rights and constitutional liberalism.
Enough people are offended to warrant a name change, regardless of the
intention to offend. Even if one does
not accept the previously stated argument, the controversy surrounding the
Washington Redskins and by extension the NFL is negatively affecting the image
of the NFL. Given how much image and
brand value drive the revenues of the NFL and individual NFL teams, it is in
the best long-term financial interests of the NFL and Washington Redskins to
change the Redskins name.
While
the Redskins name should be changed, the essence of the name and much of the
visual branding could remain. There
exists an opportunity for the Washington Redskins organization to work with
Native American groups to achieve a mutual and pareto optimal relationship with
Native American groups similar to the relationship Florida State University has
with the Seminal Tribe. Florida State
University has a written agreement with the Seminole Tribe that underlines how
they can use Native American imagery and branding. The Washington Redskins could work with
Native American groups to change their name to one that connotes respect and
empowerment for Native Americans.
Perhaps a name such as the ‘Red Warriors’ would be appropriate. If the Washington Redskins new name were
viewed as a name of respect and empowerment by Native Americans, it is
conceivable that the Washington Redskins could maintain their current logo and
colors. Given the high amount of value a
professional sports team’s brand equity comprises, maintaining current logos
and colors would be very useful monetarily.
It is
possible and logical that changing the Washington Redskins name will result in
a loss of brand equity and thus a decrease in the overall value of the
Washington DC football franchise. Given
a logical loss of franchise value for changing their name, the NFL should give
the Washington Redskins a larger share of merchandise sales for a period
between 5 and 10 years in order to compensate the organization for their lost
brand equity. Currently merchandise
sales are split evenly among every team in the NFL, with the Tampa Bay
Buccaneers receiving the same share as the Dallas Cowboys. For a period of 5 to 10 years, the Washington
Redskins could receive a higher percentage share merchandise revenues in order
to compensate them for the loss of brand equity. The cost of giving the Washington Redskins a
greater share of merchandise revenue would be shared by the other 31 NFL teams
in individually small shares. Providing
the Washington Redskins with a greater share of merchandising revenue will
greatly facilitate the process of changing the Redskins name and compensate the
Washington Redskins for lost brand equity and reduce the negative attention the
NFL is currently receiving.
It is
in the best interests of the NFL and the Washington Redskins to change the
official name of the Washington DC NFL franchise to a less controversial
name. The NFL must play an integral role
in facilitating this transition and for compensating the Washington Redskins
organization for a loss of brand equity a name change will entail. There exists a pareto optimal scenario for
the Washington Redskins organization and supporters of changing the name in
which Native Americans are no longer denigrated and the Washington DC NFL
franchise can exist without a loss of value.
[1]
Much has been said about various media sources and personalities refusing to
use the term ‘Redskins’ when referring to the Washington DC NFL franchise or
team. For the sake of clarity and
functionality I will use the term ‘Redskins’ to refer to the Washington DC NFL
franchise and team. My use of the term
‘Redskins’ does not support either side or any viewpoint in this debate.
No comments:
Post a Comment