Dr. Timothy Dewhirst, a professor in U of G’s Department of Marketing and Consumer Studies, contributed a commentary to the Toronto Star that examined the re-branding of Cleveland’s Major League Baseball franchise.
Cleveland has responded to changing social expectations with the re-naming of its team to the Guardians, Dewhirst wrote, but added that other teams continue to hold onto names that many find offensive.
“Expect continued debate on this sports branding issue, increasingly focused on Atlanta’s MLB team,” he wrote.
Dewhirst is a 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.