Indianapolis Indians Engagement and Education Strategy
the situation
Established in 1902, the Indianapolis Indians baseball team is universally viewed as the premier minor league baseball franchise in the U.S. In the early 2020s, there was cultural pressure to change the “Indians” name, following other well-known professional sports teams such as the Washington Redskins and the Cleveland Indians. As a community-owned organization, the team asked shareholders and community leaders for input but found no consensus. Whichever choice was made, there would likely be disagreement and disappointment.
the strategy
The Indians leadership interviewed firms to guide them through this challenge. LABOV recommended a transparent approach centered on listening and learning from all parties involved (staff, community, business leaders, board members, and, of course, the Native American community). While this approach could leave the team vulnerable to what was learned, it offered an opportunity to bring these groups closer together. Team leadership courageously agreed to move forward with this direction. LABOV utilized a number of its products and expertise, including Jam Sessions™, Technical Immersion™, and one-on-one interviews with nearly 100 stakeholders.
the finished product
LABOV’s research helped align stakeholders and clarify areas of disagreement. A key finding was that the existing team logo did not accurately depict the region’s indigenous tribes. It needed to represent the Eastern Woodlands tribes of the Midwest. Tribal leaders shared varying opinions on numerous issues. Some opposed the “Indians” name, while others supported it.
There were also differing views on terminology, such as the use of “Native American” or “First Peoples.” The findings underscored the diversity of perspectives within and across tribal communities. We learned that while it was important to listen and respect opinions, we could never please everyone. Following months of immersive learning, we created several deliverables, including a new logo honoring the Eastern Woodlands tribes (with input from Native Americans). We also developed a required training program to educate staff about the tribes living in the area and their true stories, culminating in certification upon passing a series of assessments. To extend this learning beyond the Indians organization, we developed a series of factoids shown during the games to educate the 600,000 fans who attend each year. Ultimately, we forged a deeper relationship with the Miami Indians of Indiana, assisting them with their website.
the results
All team staff completed training focused on tribal heritage and history. Each year, approximately 600,000 fans are engaged through educational programming highlighting the Indigenous tribes who’ve lived in the region for centuries. Additionally, we created a special Native American Heritage uniform for use on Native American Heritage Night and selected games throughout the season. Team leadership demonstrated humility and openness as LABOV partnered with them to foster greater understanding and connection among diverse groups. MLB reviewed the work and stated, “This is an amazing example of a team standing tall and embracing an opportunity to bring a community together.”