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Power Take: UB’s nickname doesn’t quite hit the bull’s-eye

Bravo, UB. It cost about the equivalent of Danny White’s annual salary for marketing firms to undo the former athletic director’s hubris when he brushed aside “Buffalo” to take a bite out of the Big Apple. About $650,000 later in total compensation, say another $200,000 or so in related rebranding costs, here we are, back where we started. Lesson imparted. And tuition-free! Isn’t it great to work in administration.

Trouble is, all this hasn’t alleviated UB’s athletic identity problems. There’s still the matter of that nickname. Bulls are strong. Bulls are relentless. And Bulls are … guys.

No one thought about these things back in the late 1800s, when UB first fielded a football team in a male-dominated society that regarded female athletes as either curiosities or abnormalities. “Bulls” reflected the era. Not anymore.

It’s past time to transition to a nickname that is accurate and all-inclusive. UB’s athletic teams are no more bulls than mares, no more peacocks than peahens. And what better moment than now for UB to open the floor to suggestions as it strives to reconnect with locals alienated by its shrunken Buffalo bull-oney.