In the summer of 2021, Cleveland’s Major League Baseball franchise announced the rebranding of the club’s nickname from the decades-long controversial “Indians” to the” Guardians.” The long-standing use of Native American imagery in sport has long been the source of contention, and for this reason, the Cleveland Guardians have continually been in the public eye prior to their rebrand. This article examines both the organization’s rebranding efforts and media coverage surrounding the team’s new identity. Guided by the theory of framing, this study applies themes of sports rebranding to analyze the team’s announcement video and sequentially deploys an inductive approach to identify the media frames present following the rebranding. Three sports rebrand frames were identified from the Cleveland Guardians’ announcement: regional pride, nostalgia, and rebirth. The media response looked at 79 articles and found two higher-order frames - broader movements and branding commentary – with six subcategories. In total, these frames indicated that rebranding efforts sought to center the new identity around the city of Cleveland while deemphasizing damages from the use of derogatory racial Native American imagery. The media response also shows that the rebrand is contextualized through broader movements and is politically contentious. Future directions of framing theory in sports rebranding and the discourse around the use and removal of racial imagery in sports is discussed.