Bingo.
If they were still the Eskimos I would 100% be more engaged (and probably enraged) despite the results.
No matter how much I try, I can't manufacture anywhere close to the same amount of enthusiasm for the "Elks" and even find myself subconsciously hoping they fail in spite. As if the play on the field and the state of the organization wasn't bad enough, every time I hear the name, see the stupid John Deere logo, the dumb white lettering on the uniform, references to legendary teams of the past as the "'78 Elks," laughably curated slogans like ELKS CHARGE!!! etc, etc it just acts as another small slap in the face.
Identity and brand matter in every business, but especially in sports. "Pfft it's just a name" couldn't possibly be more ignorant of a take whether we're talking about a sports team or a clothing company. It matters, and it matters a lot.