CW Minor Lacrosse Reveals New Brand, News (Centre Wellington Mohawks Lacrosse)

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CW Minor Lacrosse Reveals New Brand
Submitted By Nathan Joyes on Wed 01 19, 22
Finding a new and unique name that has meaning is difficult. We at the Centre Wellington Minor Lacrosse Association have spent the past two years searching. We needed to find something that would fit the region with a rich lacrosse history,  and be trailblazing and unique. After multiple consultations and countless meetings, we are proud to announce our new name for 2022 as the Riverhawks.

As a name submitted from the community, the Riverhawks was one of the top submissions in popularity. It holds special meaning to the area as it is the nickname for the native Osprey. The Osprey is a fierce bird of prey frequently found nesting along our iconic Grand River. The Osprey has strong familial roots as mating pairs will bond for life. The Osprey also returns to their nest year-over-year continuing to build their home making it stronger over time.

Now, let me tell you a little about the selection process. After issuing community polls, the Riverhawk name was the clear winner. It handily beat out the other selections. With the demonstration of community support in favour of this new name and the familiar presence of the iconic bird, we knew we could build a new and strong brand around this name. And, after another request for input from the designer community, and countless more hours, we had a logo!

With focus group testing, we know that the colours and imagery will inspire our teams to strive to be the best. The piercing eyes of this predatory bird will give our opponents pause before taking us on.

Please bear in mind that this process was neither easy nor straightforward. We recognize the history of lacrosse in Centre Wellington, Ontario, and North America. However, a 2019 decision by the Ontario Human Rights Commission with regards to the use of indigenous names and logos in the City of Mississauga prompted us to take a proactive approach. After that decision, the commission wrote to 40 different municipalities advising them of the harmful impact of Indigenous-themed sports logos in municipal facilities. The commission further advised municipalities of the harmful impact of Stereotypes on indigenous youths. Changing our name was simply the right thing to do.

It is by taking a proactive approach, that we have been able to thoroughly review all aspects of the rebrand. Proper concern was needed to ensure that the history of lacrosse in the Fergus and Elora area was preserved as we transition into a new era. This new brand will pay homage to the past and provide a new, unique, and long-lasting name in lacrosse circles, as well as all other local sporting communities.

This announcement wouldn’t be possible without the tireless work of our rebrand committee, and the continued support of your CWMLA executive team. Without Kasey, Cheryl, Jen, Maggie, David, Steve, Mike, Rodney, Dave, Dan, Samantha, Cherlyn, Chad, Kara, Katrina, Eric, Kevin, Meggin, or Wayne our programming simply would not be successful.

I would also like to thank the 2021 head coaches: coach Craig England, Andy Wilson, Dan Keane, Kasey Beirnes, Mike Stovin, Brandon MacKenzie, Abby Clayton, Steve Vellenga, Brad Fitzpatrick, and Trevor Miller for their support last season. It was not easy playing in new, and what felt like ever-changing, venues with new rules.

We also need to thank our officiating teams. Evolving rules and lack of technical support ensured that the season was challenging, but our on and off-field officials always stepped up and supported us in the community ensuring games would proceed.

Finally, I need to thank our parents. These past two years of lacrosse have been different, and you have demonstrated immense trust in us to keep your players safe while allowing them to play the game we all love. Thank you.

Your CWMLA executive is excited for the future of the Riverhawks in Centre Wellington. We are watching the ever-changing environment and are hopeful for a return to normal lacrosse in 2022. We continue to push the boundaries of programming and are always looking for innovative ways to bring lacrosse to the community. The introduction of our #LoLax program in 2021 is a shining example of bringing lacrosse to a new audience.

Join the kettle, it is going to be exciting!

We are the RIVERHAWKS.

We SOAR.

Check out the video on YouTube - https://youtu.be/FazgnWHQRQ4

This article has been viewed 589 times.
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