Anti-Redskins Ad, 'Proud To Be,' To Air During NBA Finals Game 3 [VIDEO]

A Native American tribe from California will air a commercial during Game 3 of the NBA Finals that criticizes the Washington Redskins’ polarizing team name

The Yocha Dehe Wintun Nation, a tribe located about an hour away from San Francisco, made a “significant investment” to air an anti-Redskins ad in seven American cities, the Washington Post reported. The group declined to reveal how much they spent on the commercial.

“It’s just a time to get people thinking about putting an end to outward hatred and using sports as a tool to focus on racism,” Chairman Marshall McKay said his tribe’s efforts, according to the newspaper.

The anti-Redskins ad initially aired online during Super Bowl XLVIII. However, Tuesday night will mark the first time that the commercial has aired on primetime television.

During the commercial, a narrator lists various aspects of America’s Native American culture, including names that its people have been proud to adopt. Near the end, he says, “Native Americans call themselves many things. The one they don’t…” before the camera cuts away to an image of a Redskins helmet.

On May 22, a group of 50 Democrats within the U.S. Senate endorsed a letter that urged NFL Commissioner Roger Goodell to order the Redskins organization to change its name. The letter cited the swift actions taken by NBA Commissioner Adam Silver in the wake of Donald Sterling’s racist comments as an example toward which the NFL should aspire.

Redskins team owner Daniel Snyder has refused to change the name, referring to it as a “badge of pride,” the Washington Post notes.

The anti-Redskins ad can be viewed below.