So what would, from a marketing lens, putting on like a chief brand officer hat or chief marketing officer hat, what was the single most impactful moment? channel for brand awareness, brand strategy, commercialization? Would you equate it to TV commercials for some of your portfolios? Would you account maybe social?

I cover 30 years, and so I would say there's been quite an evolution in those 30 years.

Back in the day when I started, you essentially had two vehicles.

You had television and you had print, so magazines.

I'm baiting myself here.

I love it.

Those were your two primary vehicles.

Why a pivot to the commanders? Could you kind of walk us through that? And then we can go talk, talk some football.

That's what

happens with these new stadiums.

First of all, I understand it can be confusing and it can be frustrating.

What we're trying to do is make sure that one, we're super transparent.

All there's going to be is these incredibly high cost PSLs is just not accurate.

We've got a very distinct focus that from day one, Josh and the ownership team have delivered is we need to make affordability part of our strategy.

And You know, we've talked a little bit about this.

But I'm wondering, has the acceptance of Commanders and the Commanders brand grown in the last couple of years?

with these new

stadiums.

First of all, I understand it can be confusing and it can be frustrating.

What we're trying to do is make sure that one, we're super transparent.

All there's going to be is these incredibly high cost PSLs is just not accurate.

We've got a very distinct focus that from day one, Josh and the ownership team have delivered is we need to make affordability part of our strategy.

And You know, we've talked a little bit about this.

But I'm wondering, has the acceptance of Commanders and the Commanders brand grown in the last couple of years?

How does that get discussed? How does it come back? How did you come about bringing those lyrics back?

Well, I think a lot of times we've been talking about the strategy, if you will, of trying to connect our heritage and our past with today.

And so a lot of the things that we focus on are looking for those things that fans loved.

And part of an era that we are incredibly proud of is Redskins and championship football.

And so we look for those things.

Now, in this particular case, I would say found that the old version was a little clunky.

Right.

But I'm wondering, has the acceptance of Commanders and the Commanders brand grown in the last couple of years?

with these new

stadiums.

First of all, I understand it can be confusing and it can be frustrating.

What we're trying to do is make sure that one, we're super transparent.

All there's going to be is these incredibly high cost PSLs is just not accurate.

We've got a very distinct focus that from day one, Josh and the ownership team have delivered is we need to make affordability part of our strategy.

And um you know we've talked a little bit about this we're going to have what we call the wall of fans which is going to be this really cool continuous bowl so a little bit of a giving you a little bit i've not talked about that publicly oh very nice so it's it's going to be this kind of ability to see every seat in there is going to feel like you are standing up against just this incredible you know stack of fans that are over the tunnels where uh we come out where the opposing team comes out so Is

But I'm wondering, has the acceptance of Commanders and the Commanders brand grown in the last couple of years?

new

stadiums.

First of all, I understand it can be confusing and it can be frustrating.

What we're trying to do is make sure that one, we're super transparent.

All there's going to be is these incredibly high cost PSLs is just not accurate.

We've got a very distinct focus that from day one, Josh and the ownership team have delivered is we need to make affordability part of our strategy.

And You know, we've talked a little bit about this.

But I'm wondering, has the acceptance of Commanders and the Commanders brand grown in the last couple of years?

with these new

stadiums.

First of all, I understand it can be confusing and it can be frustrating.

What we're trying to do is make sure that one, we're super transparent.

All there's going to be is these incredibly high cost PSLs is just not accurate.

We've got a very distinct focus that from day one, Josh and the ownership team have delivered is we need to make affordability part of our strategy.

And You know, we've talked a little bit about this.

But I'm wondering, has the acceptance of commanders and the commanders brand grown in the last couple of years?

What all went into this decision for the organization?

Yeah, you know, probably, you know, I feel like I'm a little bit of a broken record on this, but, you know, when Josh bought the team, there are so many things that mean so much to him and probably nothing more than the memories he has of some of the legendary players of our franchise's history.

And, you know, as we started to plot um you know our our longer range plan of of really this this goal of of celebrating and connecting our past with uh with our current and our present and uh thinking about you know where where do we start um honestly wasn't that hard of a decision to look at what's an embarrassment of riches of legends that uh that we have on this franchise including including present company but It was, you know, we kind of thought Daryl and when we thought Daryl, Art, and John, you know, these are guys that represent really the foundation of the greatest era of football that our franchise has played.

That Redskins history is such an important part to be celebrating, even as we are building the Commander brand.

But the idea of recognizing our roots and our legacy has been paramount to Josh.

And certainly from my point of view, it's exactly what we needed to do.

Is there any space, especially with the new spear and stuff, for the old logo? Not necessarily on a helmet, but could it be embraced in some capacity?

Look, I've said this a lot of times when I'm asked the question, and there's nobody that is more proud and happy to celebrate the heritage of this team than us and then Josh and the entire ownership group and the organization.

What all went into this decision for the organization?

Yeah, you know, probably, you know, I feel like I'm a little bit of a broken record on this, but, you know, when Josh bought the team, there are so many things that mean so much to him and probably nothing more than the memories he has of some of the legendary players of our franchise's history.

And as we started to plot our longer-range plan of really this goal of celebrating and connecting our past with with our current and our present and thinking about where do we start.

Honestly, it wasn't that hard of a decision to look at what's an embarrassment of riches of legends that we have on this franchise, including present company.

But we kind of thought Daryl, and when we thought Daryl, Art, and John... you know, these are guys that represent really the foundation of the greatest era of football that our franchise has played.

And that Redskins history, you know, is such an important part to be celebrating, even as we are, you know, building the Commander brand.

But the idea of recognizing, you know, our roots and our legacy has been paramount to Josh.

Is there any space, especially with the new spear and stuff, for the old logo, whether it's on a helmet, not necessarily on a helmet, but could it be embraced in some capacity?

What all went into this decision for the organization?

Yeah, you know, probably, you know, I feel like I'm a little bit of a broken record on this, but, you know, when Josh bought the team...

there are so many things that mean so much to him and probably nothing more than the memories he has of some of the legendary players of our franchise's history.

And as we started to plot our longer-range plan of really this goal of celebrating and connecting our past with uh, with our current and our present and, uh, thinking about, you know, where, where do we start? Um, honestly, wasn't that hard of a decision to look at what, what's an embarrassment of riches of legends that, uh, that we have on this franchise, including, including present company.

But it was, you know, we kind of thought Daryl and when we thought Daryl art and John, uh, These are guys that represent really the foundation of the greatest era of football that our franchise has played.

And that Redskins history is such an important part to be celebrating, even as we are building the Commander brand.

But the idea of recognizing our roots and our legacy has been paramount to Josh.

Is there any space, especially with the new spear and stuff, for the old logo? Not necessarily on a helmet, but could it be embraced in some capacity?

Yeah.

And, you know, why are we focused on season ticket members? First, it represents about 80% of our ticket sales in the building.

Um, they are really a foundational part of our core fan base.

And, you know, we wanna, we wanna show gratitude.

We wanna thank them for being part of something, um, and really committing to us for the entire season.

And we know that, that they're investing money that's hard-earned and, and we wanna try to find ways to give back.

And last year we spent a lot of time and energy on quality of our food.

How much, if at all, do you listen to the people that still scream about everything that used to be? [laughs]

[laughs]

...

it is very true that, that, you know, I, I feel like in, in brand identity and building brand equity, consistency is, is really important.

But I've gotta tell ya, um, y- you know, we also pay a lot of attention to what our fans are saying, um, what our legends feel and think.

And, and without exception, this was one of the biggest things that, that I heard, which is, "We wanna see the burgundy return to the burgundy of, of days gone by.

We wanna feel like those elements that we loved, um, when we were winning Super Bowls-

Mm

... to kinda connect these two generations together, you know, make it relevant to what we're doing today, but also a clear nod to the past.

They gassed up about the nostalgia of these jerseys and these helmets, and they gassed

up about the new look here.

Love it.

How did we get here? Well, look, it's no surprise, since Josh bought the team, we have been very, very focused on connecting the heritage, the great Redskins heritage that we have, connecting it to the Commanders.

Yeah.

Connecting it to the Commanders and what we're building with this brand.

And this uniform launch today, I think, does a couple things that are really important.

Why is that so important? Well, look, I think