NFL’s Washington Football Team launch rebrand engagement platform

WashingtonJourney.com to include interactive features for fans.

by Tom Bassam

NFL’s Washington Football Team launch rebrand engagement platform
  • Platform to offer social media optimised content on NFL franchise’s rebrand
  • Launch comes amid reports of minority stakeholder mutiny against owner Dan Snyder

The National Football League’s (NFL) Washington franchise has launched a new fan engagement platform to provide insight into the team’s rebranding efforts.

The franchise announced last month that it would be dropping its controversial Redskins moniker and would be known as the Washington Football Team until a new name had been settled upon.

Now it has launched the ‘Washington Journey’ digital platform, designed to offer a view into that process. The site will offer interviews and exclusive content optimised for sharing on social media. Additionally, the WashingtonJourney.com will feature announcements on the re-branding update, behind-the-scenes insights and interactive features for fans.

The platform was launched amid reports in the Wall Street Journal (WSJ) that minority partners of the team are pressuring owner Dan Snyder to sell the franchise. According to the WSJ, Snyder has no intention to sell his majority stake but tensions within the ownership group have ‘grown more severe’.

A new lawsuit filed by Snyder alleges that one of the minority partners is behind a plot to leak defamatory information about him.