Marketing Professor Pens Commentary on Edmonton CFL Team Name Change

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Prof. Tim Dewhirst

Dr. Timothy Dewhirst, a professor in U of G’s Department of Marketing and Consumer Studies, contributed a commentary to the Toronto Star that analyzed the rebranding of the Edmonton Eskimos to the Edmonton Elks.

Dewhirst examined the reasons behind the name and logo change and also noted a few things about the redesign that could court further controversy.

A senior research fellow in marketing and public policy in the Gordon S. Lang School of Business and Economics, he studies sports, arts and entertainment marketing.