Would dropping Chief Wahoo hurt the Tribe in the wallet?
As the debate ebbs and flows over whether or not the Cleveland Indians should drop Chief Wahoo as their logo, a look at what has happened when other teams have made the decision reveals an interesting fact: teams that make the switch may not see a negative impact on their financial bottom line.
The Emory Sports Marketing Analytics project analyzed the impact on universities that changed their American Indian name or mascot and found that, for the most part, the switch away from an American Indian mascot results in positive financial returns over the long run. The switch also has no long-term impact on a team’s brand equity.
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