How to Change a Team's Mascot

Sports teams use many icons as mascots. Animals, natural forces and creatures of legend all make their appearances on the playing field. In the 21st century, few want ethnic slurs for team names or African American, Asian or Latino caricatures as mascots. The "Indian" mascot is the one striking exception to this rule. However, there are ways to change a team's mascot, even one that has endured for many years.

Instructions

1. Find the right people to approach. If the mascot in question belongs to a high school team, you might want to start with the coach or school principal. For college and professional sports teams you may need to talk to the board of directors or contact the team owners directly.

2. Prepare a rational argument for changing the team mascot. Beware of emotional appeals, since fans who are deeply devoted to the familiar name and symbol of their team may resist forcefully. Generally their feelings are passionate, but not unduly logical.

3. Persist. You may not be successful in your initial bid to change a team's mascot. If not, try again. Changing minds takes time and effort.

4. Counter the opposition's typical arguments about tradition, history, the cost of rebranding, etc. with examples of high visibility teams that have successfully changed their mascots and names. Remind the reluctant that a team may change its name, mascot and colors because they are bought or relocate to another area. Provide statistics and other information to clearly demonstrate the negative impacts of Native American stereotypes.

5. Appeal to the team members. Athletes, especially pros, have considerable clout. Their status as role models offers them an opportunity to set an example for others.

6. Educate others on why the "Indian" mascot is a problem. A standard argument made by those who want to keep their "Indian" mascots insist that they are tributes to Native American history and culture. However, most fans who embrace such parodies know little about Native American history, culture, spirituality or tradition. They even get costumes wrong, wearing "war paint" and headdresses that have no association with the tribe they purportedly "honor" as their mascot. Explain why attending a game in red face is as degrading to Native Americans as blackface is to African Americans and that minstrel shows rightfully went out of style many years ago.

7. Change the team's mascot between seasons, not in the middle of the season. This makes the transition less loaded and emotional for the fans and the team. This also creates a cooling-off period for those on both sides of the controversy. It also allows time to rebrand with new team colors, logos and new mascot costumes.

8. Come up with new rituals and traditions to celebrate the team and their new mascot. Keep it fun and positive and after a while no one will miss the old mascot.