Premiership rugby club Exeter Chiefs today confirmed a major shake-up in their branding following the announcement of a new logo and theme to be launched in July 2022.
Exeter will part ways with any native American branding after encountering criticism in recent years for promoting negative stereotypes related to that culture.
The top-flight outfit will instead take its inspiration from the Celtic Dumnonii Tribe, which inhabited the area now covering Devon and Cornwall (as well as parts of Somerset and Dorset) during the Iron Age.
