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Sunday, 17 August 2014 13:53

It's time to re-brand the Los Angeles Clippers

Written by 
It's time to re-brand the Los Angeles Clippers Kyle Terada-USA TODAY Sports

It's time for the Clippers to be re-branded, here's why .. 

Donald Sterling owned the Clippers for over 30 years, and they were pretty much stuck in mediocrity during his tenure. A court decision came down and the sale of the team to former Microsoft CEO Steve Ballmer was allowed to go through, and he is now the new owner of the Clippers.

It’s time for Ballmer to re-brand the team, and help get rid of the stench that is Donald Sterling on the NBA. If the team is forever called the Clippers there will be forever be a reminder of the

period in time of Donald Sterling. Sterling has many other alleged instances of racial discrimination than this recent one. They may have been glossed over because the team was downright putrid, and had no relevancy.

In 2009 former General Manager Elgin Baylor filed a wrongful termination lawsuit, saying he was treated “as a token because of his race.” Baylor also stated “he wants the Clippers team to be composed of ‘Poor black boys from the south’ and a white head coach.”

In 2006 Sterling was accused of housing discrimination by the justice department for not leasing Beverly Hills apartments to African-Americans, and refusing to rent to non-Koreans in Koreatown.

In 2003, Sterling had a federal lawsuit filed against him by the Nonprofit Housing Rights and a group of tenants who lived on his properties. He was accused of “numerous discriminatory statements, and housing practices” according to some of the court documents.

The Clippers have been mired in mediocrity for as long as Sterling has owned the team. They have close to no historical relevance. The franchise has only two division titles, let’s be honest no really cares about divisions in the NBA, zero conference titles, and have only made the playoffs 10 times in their 44 year history.

The franchise has already re-branded a few times, moving from Buffalo to San Diego, then to Los Angeles. The team has already been treated pretty badly during it’s time, so just get rid of the stench of Sterling.

It’s a historically bad team, with no history, and all that Donald Sterling controversy stuck in the name Clippers. Steve Ballmer should do the right thing and try to expedite the process of getting rid of the Sterling era. Change the colors, and most of all change the name. Also, since he’s a new owner all the changes would be able to go into effect immediately for the start of the 2014-15 season. Let’s get on top of this Mr. Ballmer.
Edward Santiago

Edward Santiago is the lead NBA Columnist and member of the CLNS Radio Boston Celtics beat team.  He is also the producer and host of an U92 NBA FastBreak, a podcast which specializes in NBA coverage.

Currently an undergrad student at West Virginia University, Edward serves on the sports staff of the school's college radio station.  He has provided play-by-play announcing and color commentary for various varsity sports at WVU.

He is also the beat reporter for the WVU Women's and Men's basketball team.

Edward is currently pursuing his degree in Broadcast Journalism at the West Virginia University Reed School of Media

Find his podcast on iTunes search: U92 NBA FastBreak

Follow him on Twitter: @eddistotle