Rugby club renames stadium bars in cultural rebrand after criticism over use of Native American imagery
Exeter's new logo is based on the Celtic helmets known to be worn in and around 300 BCto their away matches after criticism of the club's branding by the National Congress of American Indians .
Dante Desiderio, the NCAI's chief executive, previously said: "Native 'themed' mascot imagery and the dehumanising stereotypes it perpetuatesThe new logo reflects the region's connection with the Celtic Iron Age Dumnonii Tribe, which the club say was based in Devon, Cornwall and parts of Somerset for "many hundreds of years before the Roman occupation from AD43".
"Castles represent the history, grandeur, and pride we feel about Devon, and we wanted to transmit this on our award-winning match days." The next match to be played at Sandy Park sees England's Women's rugby team, the Red Roses, take on the USA on 3 September. The first game for the newly branded Chiefs will see them take on champions Leicester Tigers in the opening match of the Premiership season, on 10 September.
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