Prof. Timothy Dewhirst of U of G’s Department of Marketing and Consumer Studies, contributed two recent commentaries about the branding of sports teams and organizations.

In a commentary for the Toronto Star, he discussed the future of the Olympics, writing that “the Olympic brand and vision face many challenges,” and to expect the number of nations bidding process to host the Games to further dwindle.

Dewhirst also recently write a commentary for The Globe and Mail about why the Edmonton CFL team needs to change its name.

He wrote that the team’s name is “at minimum, an outdated and out-of-touch expression. For some, the moniker is disparaging and a racial slur.” He added that the team already has success and recognition, and changing its name “would hardly damage that.”

Dewhirst is senior research fellow in marketing and public policy in the Gordon S. Lang School of Business and Economics. His research expertise includes sports, arts and entertainment marketing.