Exeter Chiefs rugby team are to rebrand themselves to get rid of controversial Native American references but will keep their name.
Instead the team branding will be in line with the ‘Celtic Iron Age Dumnonii Tribe’ after deciding to abandon the controversial Native American theme that has provoked fierce criticism.
The change to their logo will take effect from July and while the ‘Chiefs’ nickname is being retained, it will now be aligned with a “poignant and significant nod to the past”.
