Elks president calls 2021 name change a 'disaster' for club

The fallout from the Edmonton Elks' 2021 name change continues to be a major hurdle in rebuilding fan support, according to team president and CEO Chris Morris.

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It was a disaster in so many ways.

Morris, a former player who spent 14 seasons with the club and won three Grey Cups, called the transition from the Eskimos to the Elks a "disaster in so many ways." The team adopted the new name after years of criticism from Inuit leaders and organizations who found the former name offensive and outdated. This move was part of a broader trend pressuring sports teams to abandon names perceived as racist or stereotypical.

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The people who had been local fans and the people who had grown to care and love and have a lot of respect for that tradition were obviously very offended.

Morris acknowledged that the decision alienated many longtime supporters of the Canadian Football League franchise. "The people who had been local fans and the people who had grown to care and love and have a lot of respect for that tradition were obviously very offended," he said. He linked the name change, along with the COVID-19 pandemic and the team's on-field struggles, to a sharp decline in season-ticket sales, which fell from over 20,000 to approximately 7,000.

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For some, there’s no way we can repair it except if we were to change our name back, and that’s not viable.

While some fans believe the only solution is to revert to the original name, Morris stated that this is "not viable." The Elks are currently under new ownership, with Deb Thompson taking control in 2024. The organization has since focused on financial stabilization and reconnecting with fans and the community. Steps taken include the return of the "Once An Eskimo Always An Eskimo" sign to the dressing room and the continued use of team nicknames like "Green and Gold" or "Double E." The team is looking to build on its season-opening win as it hosts the Montreal Alouettes.

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We’ve got a lot of work to do still to rebuild that partnership, that community feeling. But I think we’re moving in the right direction.