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SWEDISH TOP TEAM TO MAKE DECISION ON NATIVE AMERICAN LOGO

Frolunda HC is one of Europe's most reputable organizations. Aside from fostering players like Henrik Lundqvist and Rasmus Dahlin, the team has won four Champions Hockey League trophies, the trophy awarded to the winner of the European club championship, in the last five years. Now, they're considering changing out their logo.



"Indian" is a term that's been considered derogatory to Native Americans for some time. However, Frolunda HC, or Frolunda Indians as they are also called, have kept their logo depicting a Native American. That may be coming to an end now. In an interview with Goteborgs-Posten, Frolunda President Mats Gren says they're investigating a re-branding of the team:

"We need to gather better knowledge - and the analysis is supposed to be done by August. After that, we will make a decision on how we will proceed. It could mean changing our brand," Gren said.

The American debate on the Washington Redskins and Cleveland Indians brand appear to have affected Frolunda in their process too:

"We have followed the debate about the Washington Redskins and also the Cleveland Indians. That's why we have decided to make this investigation. We have considered our Indian logo a tribute and have built our brand with good values around the Indian. We realize at the same time that there is a connection that is questionable - and that there are aspects to take into consideration, well... then we have to do it like everyone else."
EDVARD NORDLUND
JULY 5, 2020  (14H32)
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