Raiders could get image makeover with move to Los Angeles

BURBANK - One of the sticking points for some NFL owners with the Raiders’ and Chargers’ plans for a $1.75 billion stadium in Carson is a concern over whether the Raiders and their hardcore, rough-and-tumble fan base is the image the league wants to project in returning to the nation’s second largest market after a more than 20-year absence.

Disney chairman and chief executive Robert Iger said he has spoken with top Raiders officials about the issue.

“I’ve talked to Mark Davis about it, a lot. And (Raiders president) Marc Badain,” Iger said in his first interview since agreeing to become chairman of Carson Holdings, LLC, the company formed by the Raiders and Chargers to develop, construct and brand the stadium. “I’m pleased that they recognize there’s still some need for some brand re-positioning. One of the things I really like about the Carson project and bringing two teams at once is the ability to re-position the Oakland brand in a more fan-friendly or accessible way.

“I’ve heard people pitch the need for changing the name and logo. I don’t think that’s necessary. I think there is a lot of brand equity in that name and that logo. But there is a need to re-position, somewhat, and I think I bring something to the table having managed brands, particularly in the 10 years I’ve been in this job and in some cases some that took some re-positioning. I think that can be done.”

So how does that happen, Iger was asked.

“I think to make them more inclusive,” he said. “I don’t think you need to alienate what some may consider the core Raiders fan … and there’s some stereotyping out there too by the way. Not every Raiders fan drives a motorcycle and has tattoos.”

Still, Iger acknowledged changing the image of the Raiders and their fans will be a challenge.

“I think it’s incumbent upon us to make sure it doesn’t scare people away, in how you portray yourself, how you present yourself to the public is one way to do that,” Iger said. “And I think with a large new stadium where you have the ability to attract a real diverse fan base, diverse geographically, diverse ethnically and diverse from an age perspective. I think you have a shot at doing that.

“I’ve looked a little bit at what the fan perception was of the Raiders and how it was when they played here last and what it is up in Oakland. I think there’s some work to be done and some challenges associated with it to but I have a strong sense it can be done and I’m up to the challenge.”