Meet The Chiefs

By Guest Contributor Caleb Borchers, cross-posted from Uni Watch

Over the last few months, the issue of Native American imagery in US sports has been a hot topic in the Uni Watch community. Sadly, that discussion often devolves into heavily stereotyped positions and name calling. I often feel for writers like Paul, because his fascinating and nuanced position quickly is flattened out. What follows is my attempt to add another data point or scenario to the discussion.

Some Uni Watch readers may recognize my name in connection with rugby, particularly New Zealand rugby. That nation and sport have a special place in my heart. New Zealand is a nation with a fascinating history when it comes to the indigenous people, the Maori. The relationship between European settlers and the Maori people has often been sad and tragic. Still, there are ways in which New Zealand has better handled the issue than other places. A treaty between settlers and Maori chiefs, the Treaty of Waitangi, serves as the founding document of the country.

The treaty is still law and a tribunal investigates failures to follow through on the treaty. About one in every eight people in New Zealand are Maori and the Maori population is growing at a faster rate than the European population. When you compare to nations like Australia (2.5% indigenous population) and the USA (1%) clearly the Maori have flourished proportionally. Many government buildings have English and Maori signage. “God Defend New Zealand” is sung first in Maori. The haka is a point of national pride in the sporting world. These are small things and Maori people still have many legitimate complaints about their treatment historically and currently. Still, there is a level of awareness and respect in New Zealand’s culture that most Americans do not have about the USA’s indigenous peoples.

In this context, we turn our attention to the Chiefs, a professional franchise that began in 1995. Their logo and colors are largely derivative of those of the Waikato region in which they are based. The Chiefs represent much of the middle of the northern island of New Zealand, including areas, such as Rotorua, which are renowned for their connection to Maori culture and populations. The logo shows a Maori chief carrying the traditional kotiate weapon. The kotiate was used in warfare, but also plays a role in speech giving. The logo clearly plays on stereotypes of the Maori people and their violent past.

In 2011, the Chiefs hired a new coaching staff, led by coach Dave Rennie. One thing that the new staff did was try to connect the team with the Maori population, culture, and history that the team’s logo invokes. These efforts included using Maori names and philosophical concepts as a framework for their various game plan elements, as well as using tribal names in their team organization. The fact that many of the Chiefs players are Maori (or at least qualify for participation with the Maori All Blacks) helps.

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