Adelaide Football Club will change its name to Kuwarna in a celebration of Indigenous culture and heritage during the AFL’s Sir Doug Nicholls Round, AFLW’s Indigenous Round and SANFL's First Nations Rounds this season.
Kuwarna (pronounced goo-wun-na) is the Kaurna translation for the word Crows and has been used in consultation with the Kaurna Warra Karrpanthi Language Corporation.
As well as being referred to as Kuwarna, the Club will unveil a new logo designed by Aboriginal artist Harley Hall who was involved in helping star forward Izak Rankine design the guernsey Crows players will wear during Sir Doug Nicholls Round.
Adelaide plays Collingwood at the MCG on the opening weekend of Sir Doug Nicholls Round in Round 10 before hosting its own celebration at Adelaide Oval against West Coast in Round 11 on Sunday, May 26.
The rebranding – which has received cultural approval from the Kaurna Warra Karrpanthi Language Corporation – pays tribute to the Club’s rich history of Aboriginal players while promoting a deeper understanding and respect for Indigenous knowledge systems through language.
“We believe this is a transformative moment in our Club’s history and further strengthens our commitment to reconciliation by continuing an important conversation,” Crows CEO Tim Silvers said.
“Rebranding the Club to Kuwarna adds to the celebration of Sir Doug Nicholls Round and AFLW Indigenous Round which is a highlight of the football calendar, and provides another chance to collaborate with Kaurna community groups in promoting cultural awareness.
“The name change has been made possible with the support of the Club’s Aboriginal players and staff, Aboriginal Advisory Group, RAP working committee and leadership groups who are passionate about recognising our Indigenous heritage and strengthening relationships with the Indigenous community.”
Rankine said the Club’s rebrand for Sir Doug Nicholls Round was a significant and proud moment, as was designing the guernsey which depicts his journey from Gold Coast back home to Adelaide last year.
“It (Kuwarna) represents how far we have come in this industry in recognising First Nations people and the contribution they have made to the game,” Rankine said.
“To see the Club’s name change on TV is great exposure, particularly for young Indigenous kids who love their footy.”
AFLW premiership player Danielle Ponter said changing the Club’s name was a simple yet powerful statement.
“To acknowledge the people, culture and language of the land we are based and work from,” Ponter said.
“It’s an opportunity for education and to learn the language itself.
“And it makes me proud the Club acknowledges and accepts those here before us and helps others to see the importance of doing so.”
Crows defender and leadership group member Wayne Milera said the rebrand was a big moment.
“It shows the Club is on board with celebrating Indigenous culture and us as a people, so it’s a pretty big and proud moment and continues what is already a broader celebration of Sir Doug Nicholls Round,” Milera said.
Kuwarna also draws synergies with the Adelaide Crows Foundation’s Kuwa Circles Employment Program which has been instrumental in creating employment outcomes for Aboriginal youth.
Kuwa Circles participants have completed over 2000 hours of personal and professional development and 80 per cent have transitioned to employment, training and education pathways.
Adelaide’s Aboriginal Programs also include Crows on Country which delivers a tailored and culturally inclusive education program to remote schools and teachers.
“Our players and staff are committed to delivering these programs to First Nations students and immersing themselves in the community,” Silvers said.
“And what is evident is the power of football and the role we can play through the Adelaide Crows Foundation in making a real difference to the lives of young people.”
