Exeter to abandon Native American theme as rebrand honours Celtic Iron Age tribe

The new identity, including a change to their logo, will take effect from July - with the ‘Chiefs’ nickname is being retained

Exeter Chiefs are rebranding. Picture: Simon Galloway

Exeter are to rebrand themselves in line with the ‘Celtic Iron Age Dumnonii Tribe’ after deciding to abandon the controversial Native American theme that has provoked fierce criticism.

The new identity, including a change to their logo, will take effect from July and while the ‘Chiefs’ nickname is being retained, the club said it will be now be aligned with a “poignant and significant nod to the past”.