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The theme should be Rider Pride — not Riders Fined.

And, over time, the general goodness of the Saskatchewan Roughriders and the spirit of their fervent followers will prevail.

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In the short term, however, the Green and White’s formidable brand is absorbing some hits.

Roughriders president-CEO Craig Reynolds acknowledged as much on Saturday, when he was asked about the latest discipline dispensed by the CFL.

“Whenever you have things of this nature, it will have an impact on the brand — absolutely — and that’s the discussions we have,” Reynolds told this rumpled scribe and CJME’s Arielle Zerr.

“Nothing is more important to us than our brand, and when you have something that negatively impacts the brand, as an organization you need to address it.”

Reynolds has addressed the matter with head coach, general manager and vice-president of football operations Chris Jones, whose innovative methods have resulted in five league-issued fines since last summer.