Edmonton Elks president Chris Morris says the fallout from the club’s 2021 transition from the Eskimos to the Elks remains a major obstacle to rebuilding fan support, with season-ticket sales dropping from more than 20,000 to about 7,000 after the name change,
EDMONTON — When the Edmonton Elks open their home season opener on Saturday, the team will be focused on football. But team president Chris Morris says the bigger work is happening off the field, where the club is still wrestling with the aftershocks of its 2021 name change.
Morris, who spent 14 seasons on Edmonton’s offensive line and won three Grey Cups with the franchise, called the transition from the Eskimos to the Elks “a disaster in so many ways.”
The club changed its name after years of criticism from Inuit leaders and organizations who said the former name was offensive and outdated. The move also came amid broader pressure on sports teams to abandon names viewed as racist or stereotypical.
For Morris, the problem is that some longtime supporters never fully followed the franchise into the new era. “The people who had been local fans and the people who had grown to care and love and have a lot of respect for that tradition were obviously very offended,” Morris said.
He tied that anger to a sharp drop in season-ticket sales. Morris said the name change, the COVID-19 pandemic, and the team’s struggles on the field helped push season-ticket sales from more than 20,000 to about 7,000.
“The people who had been local fans… were obviously very offended,” Morris said again, putting a human face on a business consequence that shows up in numbers.
For some supporters, Morris suggested, repairing the damage would require reversing the decision. He said, “For some, there’s no way we can repair it except if we were to change our name back, and that’s not viable.”
That financial and emotional pressure landed on a franchise that was already under strain when owner Deb Thompson took control in 2024 with her late husband. Larry. as the club faced significant financial challenges. Morris said the organization has since stabilized financially and is now working to rebuild ties with fans and the broader community.
The Elks have also tried to reconnect with their past. The club is often referred to as the Green and Gold or the Double E, and the “Once An Eskimo Always An Eskimo” sign has returned to the dressing room.
As they start again, Edmonton’s results offer a glimpse of momentum but not a full cure. The Elks opened the season with a 29-20 victory over Ottawa before a bye week. They now turn to their next test, hosting the Montreal Alouettes on Saturday.
Morris knows the scoreboard can’t do all the healing. “We’ve got a lot of work to do still to rebuild that partnership, that community feeling,” he said. “But I think we’re moving in the right direction.”
Edmonton Elks Chris Morris 2021 name change Eskimos Grey Cup season tickets Inuit criticism Deb Thompson Larry Thompson COVID-19 Ottawa Redblacks Montreal Alouettes