Should Team Bow to Pressure, Biggest Expense Would Be Replacing Name at Stadiums
By: Michael McCarthy
Landor helped the NFL create a leaner, meaner "Shield" logo in 2008 and helped rebrand FedEx from Federal Express in 1994.
Coming up with a new moniker would only run $500,000 to $1 million, he said. The real expense would be replacing the old name and logo at the team's FedEx Field stadium in Landover, Md., and Redskins Park HQ/training center in Ashburn, Va.
Said Mr. Adamson: "The cheapest part is coming up with the creative. The most expensive part is hoisting the new letters on top of the stadium."
Actually, they probably go through lots of uniforms every year. So replacing them shouldn't be a big deal.
I think "hoisting new letters" is meant to encompass all the signage at team facilities. At least, that's how I read it.
The name might be phased out over a couple years, so they could use up the office supplies and sell the merchandise through attrition. So those aren't necessarily a concern either.
Indeed, the old items might become valuable. People might pay the team to own the last Redskins pens and paper.
Signage is biggest expense?
Perhaps Adamson meant his comments literally. Coming up with a new name and logo, and replacing the signage at the two locations, would cost $10-15 million.
I suspect that would be only a fraction of the costs associated with changing the name and logo. Every piece of merchandise would have to be redesigned. Every computer file, folder, database, URL, and website with the name would have to be changed. Every legal document--contracts, leases, etc.--would have to be reedited, reprinted, and refiled. Every auxiliary group, fan club, fantasy team, and so on would have to change its name, stationery, and signage to match the team's new name.
So yes...changing the stadium signage could be the least of the problems. It wouldn't surprise me if the total cost were $100 million or more.
On the other hand, as noted in Redskins Can Afford Name Change, some teams have gone through name changes already. Their costs supposedly were less then $10 million. So maybe the $15 million estimate is reasonable after all.