Daniel Snyder says "never" in reference to the push to change the name of the Washington Redskins.
For the first time since this issue came back into the forefront, Snyder takes a public stance.
"We'll never change the name," Snyder says in an interview with USA Today. "It's that simple. NEVER - you can use caps."
And this statement has led to a host of support and outrage tonight.
Snyder says he will never change the team name even if the team loses an ongoing trademark lawsuit filed by a Navajo woman.
Even D.C Councilman David Grosso has waded into the firestorm, pushing a proposal to see the name changed.
But most football fans don't see it that way. A nationwide AP Poll shows 79 percent of fans say 'Skins should stay.
Snyder cites tradition when discussing a name change, saying fans understand what it's all about.
But some fans are boycotting the name.
"I'm not going to buy anything that says Redskins on it," says lifelong Washington fan Richan Gaskins. "Thats like having the "N" word on it, yeah it's the same thing, it's the same sort of cultural offense."