So your beloved sports team is going to change its name because of relocation, because of an owner’s rebranding whim, because it’s a slur, or for other reasons.
What does that mean from a nuts-and-bolts perspective for the staff that has to actually do the work of removing the old name from a seemingly endless number of places?
A lot of logistical work for a lot of people is what it means. And it’s typically an 18-month to two-year process to fully implement at a cost of millions of dollars, according to sports branding experts.
Let’s get this out of the way up front: The time and cost of such a change are immaterial for billionaire sports franchise owners and leagues with problematic team names. No one is weeping for team owner Daniel Snyder, who is estimated to be worth $2.6 billion and owns a $100 million-plus yacht equipped with an IMAX theater.
His NFL team is worth $3.4 billion (he paid $750 million for it in 1999), per…
