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There is nothing racist about the email. He was discussing target demographics and their need to better resonate with white fans.
His mistake was in the terminology. You don't just complain that the cheerleaders are all black. Instead, you say "We need a more racially diverse cheerleading team."
If he would have used a more professional tone throughout the email he would have been fine. And no, he probably didn't out himself. Someone likely sent it to the league and they forced him to "out himself" and then sell.
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