When sports teams draw inspiration from Indigenous culture

Welcome to our opinion section, where Florence, coordinator at URelles, takes a step back from our daily work in diversity, equity and inclusion (DEI) to share her thoughts, favorites, and current observations from the field.

Do you remember the Edmonton Eskimos? The Washington Redskins? The Cleveland Indians? Maybe even the McGill Redmen? These sports team names, still firmly rooted in the collective memory, are far from innocuous. For a long time, and sometimes even today, many teams have used names, logos, or symbols inspired by Indigenous peoples… without giving it much thought.

At the time, it was normal: clubs wanted to project a strong, courageous, combative image… and what better way, they thought, than to borrow mythical Native American figures for this purpose? It must be said that the popular imagination was overflowing with them. Children making feather headdresses at day camp, ice cream bars called “Eskimo”… An entire generation grew up with these images, unaware that they came with a heavy colonial baggage. When I see photos of myself in elementary school dressed (or should I say disguised) as a “Native American,” I must admit that it breaks my heart a little today to see how normal we thought it was.

A wave of change and teams under pressure

It is no coincidence that the movement to challenge the status quo has gained so much momentum in recent years. Calls for reconciliation with Indigenous peoples, particularly in Canada following the work of the Truth and Reconciliation Commission in 2015, have opened up a new space for dialogue. In the United States, the rise of movements such as Black Lives Matter has also accelerated discussions on representation and systemic racism.

Added to this were more concrete pressures: sponsors (such as FedEx) threatening to withdraw their financial support, supporters and indigenous communities demanding accountability, and media coverage that no longer overlooked what had previously seemed trivial. In short, the era when a team could hide behind tradition to justify its name was coming to an end. And frankly, I don’t see that as a tragedy… on the contrary, it’s proof of collective maturity.

Let’s be honest… if these changes had been based solely on the goodwill of sports organizations, many of them would probably never have happened. For my part, I am very happy about this pressure on teams, because it inevitably forces them to really learn about the origins of their names and images and thus understand the responsibility and role they play in social cohesion and living together. Something they would surely never have done otherwise (this may be a prejudice, but I’ll assume it without proof to the contrary!).

Qualities in sports, stereotypes in life

A common argument for keeping these names? It would be a way of “paying tribute.” Several teams have defended themselves by saying that Indigenous peoples are associated with qualities that are valued in sports: bravery, strength, endurance, and tenacity. They want to embody their fighting spirit. The former “Edmonton Eskimos” resisted the name change by arguing that the Inuit people represent “perseverance and resilience.” In short, all positive… in theory.

But when we look more closely, these famous qualities are often the same ones used to justify discrimination in real life. Indigenous people are criticized for being “too demanding” or “unable to integrate.” What is praised on the field is, however, a negative stereotype in society. A convenient double standard: we draw inspiration from images when it suits us, but we ignore the realities of their lives. Ouch, huh?

Cultural appropriation or appreciation?

There is a fine line between cultural appreciation and cultural appropriation. Using an indigenous name or symbol may seem positive or respectful, but without genuine consent from the communities concerned, without sincere dialogue and without concrete benefits, it quickly becomes appropriation.

In other words, even if some teams claim to want to “pay tribute,” there is a high risk that this use will primarily serve their own interests, namely selling tickets, caps, and jerseys, rather than truly supporting Indigenous peoples. This is the slippery slope that must be avoided.

Appreciating a culture means knowing it, respecting it, and supporting it. It does not mean using it as a costume or a marketing logo. This is especially true when that culture has been, and continues to be, marginalized. In an ideal world, sports teams would have forged real ties with local communities, collaborated on the creation of respectful symbols, and invested in concrete projects. But this is (often) not the case. Yet, as a DEI coordinator, I see so many wonderful opportunities that are not so demanding for organizations with such resources! A waste, in my opinion.

Changes (finally!) in the right direction

Fortunately, things are starting to change. Some teams have listened to the criticism, consulted with communities, and decided to change their names:

The Washington Redskins have given way to the Commanders.

The Cleveland Indians chose the Guardians.

McGill has moved on from the Redmen to become the Redbirds.

Some teams, such as the famous Chicago Blackhawks, have refused to change their name, stating that it pays tribute to a great Native American chief. Although nothing was done for a long time (the team was founded in 1926!), for about 10 years now, the organization has established partnerships with Native American organizations, and each season, the Chicago Blackhawks celebrate Native American Heritage Month by honoring Native American culture at a Blackhawks game in November. It’s good, but it’s happening almost 100 years later… let’s just say it was about time!

Some have done so, but more reluctantly, such as the Edmonton Eskimos, who became the Elks. In February 2020, the team announced that it would keep the name “Eskimos” after a year-long consultation process proved inconclusive, but it changed its mind a few months later due to negative reactions from some sponsors, such as the insurer Belairdirect. That’s better than nothing, but in 2025, we learned that the team’s new owner might try to bring back the old name in a few years… Where do I sign NO, please?

Ultimately, even if all this cannot be achieved overnight (and often under pressure!), it is a step in the right direction.

What do these changes remind us? That it’s never too late to do better. Yes, it can stir up emotions, childhood memories, and feelings of attachment to a team, but fairness also means being able to question yourself.

And if it’s really “just a name,” then it’s not that hard to change it, is it?

A card game to reflect on the evolution of language

Want to generate constructive discussions within your teams?
The DEI card game “Mettons que…” is for you!

Each card proposes a character rooted in a diverse identity, such as that of an aboriginal person in a professional context, to be reflected upon.