honored by the slur, the image, or the mockery of war dances on the sidelines. The term isn't a benign classification of a person's skin tone: it refers to the literal "red skin" bounty hunters would collect in order to be paid for the number of Native Americans they slaughtered. The term encapsulates the violence that Native Americans have experienced for hundreds of years.Should the Owner of the Washington Redskins Change the Team Name? In 1932, co-owner George Preston Marshall renamed his NFL team the "Redskins" in honor of then-coach Lone Star Dietz who claimed to be part Sioux. Today, the Washington Redskins owner Daniel Snyder is under pressure to drop their storied name by critics who maintain the term "Redskins" is a slur and insult to Native Americans. The situation involves financial, legal, and ethical implications. The Washington Redskins are the fifth-most valuable sports franchise in the United States at just under $2 billion. Any name change puts hundreds of mil- lions of dollars at risk for the team and owner. Branding experts point to sponsor- ships, merchandise, and ticket sales as potential pitfalls. However, doing nothing could be equally costly if opposition by high-profile activists, political leaders, and sports journalists continues to mount." A case was filed by a group of Native Americans in 1999 (Harjo v. Pro Football Inc) which argued that the "Redskins" name was disparaging. This resulted in the Trademark Trial and Appeal Board cancelling six trademark registrations by the Washington Redskins. The decision meant that the rights and benefits associated with owning the trademarks were no longer afforded to the team. Given the potential financial losses with losing trademark protection, the team appealed the decision to a federal district court which overturned the Trademark Trial and Appeal Board's ruling on the grounds that the statute of limitations had run out on the plaintiff's ability to force the team to rename itself. A claim similar to that raised in the Horo case is currently pending before the Trademark Trial and Appeals Board (Blackhorse v. Pro Football Inc.). From an ethical perspective, the "Redskins" name is polarizing. On one side is the strong desire to keep the traditional name which has become beloved by the Redskins Nation for over 80 years. According to Daniel Snyder, the name comes from the values of strength, courage, and pride that have guided Native Americans and are embedded throughout their rich history. For fans the team name represents a badge of honor. For critics, Native Americans are not