The Edmonton Elks are continuing to grapple with the long-term effects of their controversial 2021 name change, with team president Chris Morris describing the transition as a “disaster” that significantly damaged the club’s relationship with many longtime supporters.
As the Canadian Football League franchise prepares for its home opener against the Montreal Alouettes, Morris acknowledged that rebuilding fan trust remains one of the organization’s biggest challenges.
“It was a disaster in so many ways,” Morris said while reflecting on the decision to change the team’s name from the Eskimos to the Elks.
The franchise adopted its new identity in 2021 after years of criticism from Inuit leaders and advocacy groups who argued that the former name was offensive and no longer appropriate. The move came during a broader movement across North America that saw sports organizations re-evaluate team names and mascots viewed as culturally insensitive or stereotypical.
According to Morris, the decision created a deep divide among the club’s loyal fan base, many of whom felt strongly connected to the team’s history and traditions.
“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.
The impact extended beyond public reaction. Morris noted that the name change occurred during a difficult period that also included the COVID-19 pandemic and disappointing performances on the field. Together, those factors contributed to a dramatic decline in season-ticket sales.
The club’s season-ticket base reportedly fell from more than 20,000 before the change to approximately 7,000 afterward, creating significant financial and operational challenges for one of the CFL’s most historic organizations.
Morris acknowledged that some supporters remain unwilling to embrace the new identity.
“For some, there’s no way we can repair it except if we were to change our name back, and that’s not viable,” he said.
Despite the ongoing challenges, the organization believes progress is being made. The franchise came under new ownership in 2024 when Deb Thompson and her late husband Larry Thompson acquired the club during a period of financial uncertainty.
Since then, Morris says the Elks have achieved greater financial stability and have focused on rebuilding connections with fans and the broader Edmonton community.
As part of that effort, the organization has sought to preserve elements of its rich history. The team continues to embrace traditional nicknames such as the “Green and Gold” and the “Double E,” while the well-known “Once An Eskimo Always An Eskimo” sign has been restored to the dressing room as a tribute to former players and the franchise’s legacy.
The Elks enter their home opener with momentum after opening the season with a 29-20 victory over the Ottawa Redblacks before a bye week.
While challenges remain, Morris believes the franchise is gradually restoring its place within the community.
“We’ve got a lot of work to do still to rebuild that partnership, that community feeling,” he said. “But I think we’re moving in the right direction.”
The comments highlight the ongoing debate surrounding sports team rebranding efforts, illustrating how organizations often face the difficult task of balancing social change with preserving long-standing traditions and fan loyalty.