Rebranding Redskins hire Bateman to oversee transition
The Washington Redskins, of American football’s National Football League, have hired Terry Bateman as executive vice-president and chief marketing officer to guide the franchise through its rebranding.
Earlier this month, the franchise announced it was dropping its controversial nickname and logo following pressure from sponsors and other key stakeholders.
It is expected that a new name and logo will be announced before the start of the NFL season in September.
Together with Redskins owner Dan Snyder, Bateman will spearhead the name change and branding efforts. He will also oversee all the team’s marketing activities, sponsor relations, internet and broadcast media operations and overall business strategy.
In a statement, Snyder said: “Terry Bateman is a man I trust and have worked with for many years. I can’t think of a better individual to help spearhead this organisation’s marketing efforts into this new era.”
Bateman has been an executive in the sports and entertainment industries for more than 40 years, including serving as chief executive of non-profit marketing firm Barton Cotton, television production company Dick Clark Productions and interactive entertainment company NTN Buzztime.
He has long ties to Snyder, having been president of Snyder Communications’ marketing services division from 1994 to 1997, and previously served as the Redskins' chief marketing officer in 2006.
He said: “I am very excited to be joining the organisation at such a critical moment in history. I want to thank Dan for giving me the opportunity to come back and provide my perspective and expertise while we work to develop a new era for this proud franchise.”
The appointment comes at a sensitive time for the Redskins, which, in addition to bowing to pressure to rebrand, have been the subject of a sexual harassment scandal.
The Washington Post last week detailed charges against multiple former employees, two of whom were dismissed as a result of an internal investigation before the story ran.
A third retired one day before the story appeared and two others no longer work for the organisation.