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Related: About this forumDaniel Snyder no longer has a choice, and he knows it. Battle over name has reached its endgame.
There is no thorough review necessary. The process that the Washington NFL franchise announced Friday isnt to determine whether to change the offensive name that has been attached to the team for more than eight decades. The process is to determine how to rebrand: the timing, the level of transparency, the elimination of unintended consequences and, of course, the intricacies of the proper way to select and market a new name.
The old name is dead. Daniel Snyder wouldnt backtrack from NEVER you can use caps to a team statement vowing to consider the best interest of all in mind without resignation that his obdurate protection of tradition must end. What has changed in the seven years since Snyder drew that hard line? Well, the world. And most of that change has occurred in a four-month sliver of this 2020 gloom because of an escalating pandemic combined with heightened tension and awareness of racism.
During this stunning wave, in which inappropriate symbols and monuments have come down, the ultimate target is the pedestal of denial. Some people hide behind physical things and unchallenged traditions to protect their ignorance and maintain their comfortably blind lives. On this issue, Snyder cant afford to be in denial any longer. Hes not just fighting Native American activists and other clusters of people who despise that an NFL team has such association with a dictionary-defined slur. To keep the name now, Snyder must contend with corporate sponsors who want it changed and lawmakers at various levels who could make it difficult for his franchise to do business.
Snyder, whom Forbes estimates to have a net worth of $2.6 billion, often can refuse to listen to anyone about anything. Wealth is a different kind of freedom. But as the managing partner of a franchise valued at more than $3 billion, he still answers to the almighty dollar, and this cash-cow business he took over in 1999 wont be impenetrably lucrative if he doesnt embrace the call to change.
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