Case 10.1: The Washington Football TeamWhen Public Perception Challenges a Brand
We have communicated to the team in Washington our request that they change the team name.
FedEx Corporate Communication
On July 2, 2020, the Memphis-based cargo and shipping company Federal Express Corporation, known publicly as FedEx, released the statement above to NFL.com.1 It was a reference to a private letter the company had sent to Washington Football, Inc. asking that the National Football League franchise change its name from the Redskins to something less racially charged.2 This formal request came after weeks of discussion between the football team’s ownership and FedEx, which threatened to remove its signage from the ...
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