The U.S. Patent Office ruled Wednesday that the Washington Redskins’ federal trademarks must be canceled, finding the team’s name  “disparaging of Native Americans.” Owner Dan Snyder, however, has pledged to “never” change the name. What does the trademark ruling mean for the team and its merchandising? And what can the Redskins do to move past this controversy?

Read the full story here.

And read Rick Snider’s take on transitioning to a new team name here.