Analysis from Brand Keys, a research firm that measures consumer attitudes toward sports teams and athletes, indicates the team enjoys strong fan loyalty that’s based primarily on "history and tradition." (Related: Before Judging NFL's Redskins Name, Consider the 'Racist' Who Chose It) In other words, Washington fans buy a lot of team-licensed gear, even when the club isn't successful.
"Meanwhile," writes, Van Riper, "Forbes assigns $131 million of the Redskins’ $1.6 billion valuation (making the Pigskins the third most valuable NFL franchise) to its brand strength, behind only the Cowboys and Patriots. … when you’re minting money even in down years, as the Redskins do, you don’t have much interest in trying to find out [how much the team's name adds to its value]. A fresh round of merchandise sales tied to a new identity isn’t worth the risk."
All this may, perhaps, be moot: Given the introduced legislation in Congress that would compel Snyder to rename his team, as well as a pending decision in a federal trademark lawsuit against the club, change ultimately may be forced upon the NFL franchise. Snyder appears to be anticipating this.
Read Van Riper's entire column by clicking here.