Native activists say Guardians name is the victory they wanted

For 50 years, Robert Roche has been embroiled in a personal war with the Cleveland Indians. His anger has never been about the team's bullpen, the batting lineup or who's traded away. "It hasn't really been about anything except the name and logo, which was exploiting us," the Native American activist said. Alongside other Indigenous people, he has spent decades campaigning, protesting and suing in hopes of getting the franchise to surrender its native imagery. American Indians are not mascots to be profited from, but living, breathing people, he has said in interviews through the years. So Roche was stunned to learn Thursday, a day ahead of the public announcement, that the team would become the Cleveland Guardians. "I honestly didn't think I would be around to see it," said the now 75-year-old Oberlin resident. "… I was just overjoyed, jumping up and down. My girlfriend thought I was crazy." A number of native activists call Oberlin home. Among them is Sundance, the executive director of the Cleveland American Indian Movement. "The announcement is making its way through the native community now, so everyone is excited. It's not a moment too soon," he said Friday. His voice was tinged with relief that a half-century fight with the Major League franchise seems to be near its end. Indigenous residents will remain wary, he explained, until the transition is actually made sometime in 2022 or 2023. Nor will efforts to dismantle old stereotypes end when the Indians are gone, he said. Both Sundance and Roche were influential in the 2007 decision by the Oberlin Schools to shed its Indians sports mascot. They said Friday there is much more work to be done to persuade other Ohio school districts to follow suit — Indians, Apaches, Chieftains, Braves, Seminoles and Senecas are all used across the state. Jeff Pierce, director of the American Indian Education Center in Cleveland and spokesman for the Ohio and Cleveland American Indian Movement, said he suspects some friction will continue with the Cleveland Guardians. It won't be due to the new name, but probably in connection with the continued use of the Indians name and logo in special merchandise. He believes issuing "throwback" gear will become a profitable venture for the team. But using the old Indians branding for anniversary or collector edition merchandise would be "just as appalling" as a celebration of the franchise's history, Pierce said. "Why would you want to honor a dishonorable time in history?" he said. Pierce wants the Indians name, copyrights and trademarks signed over to himself and Roche so they can "safeguard it and make sure no one else exploits us," he said. They would not release any merchandise themselves, and they don't want to make money off the Indians branding, Pierce said. The goal would be to keep other companies from obtaining the rights and rekindling the fight all over again. "We want to make sure no money is made off a caricature of us," he said. What is important is that the name will be permanently and irrevocably retired, Roche said. He believes the Cleveland Indians have made more than $1 billion over the years "by exploiting us. And they don't want to let go of that money. I don't trust them. I don't." Pierce said no one in his circle has qualms about the Guardians name, based on the Guardians of Traffic statues on the Hope Memorial Bridge in Cleveland. The choice is an "appropriate" one that showcases the region's history and culture at no one's expense, he said. Roche said he believes fans will eventually come to embrace the new name, too, though he believes it will take many years. While he doesn't like the prospect of a slow transition to using the Guardians name at Progressive Field, he said doing so could help hesitant fans soften to the idea. Sundance said the team's decision may also win over new fans in the Indigenous community. He, for instance, grew up watching baseball and loves the sport, but has not been able to root for Cleveland. That may change, though healing will take some time. "I think I can be a fan of the Guardians at some point," Sundance said. "But I think the wounds are still fresh for us here." Pierce said he was thrilled with the franchise's public announcement Friday, which "was about time." With the reveal, the Cleveland team crossed the point of no return, he said. "There's no turning back, and if they do, God help them." Contact Jason Hawk at (440) 329-7122 or news@lcnewspapers.com. Read more: Indians will have a new name for 2022 — The Guardians