SALT LAKE CITY – The Utah Hockey Club, the newest addition to the NHL, is currently facing hurdles with trademark applications as they work to secure an official team name before the 2025-26 season. The club had high hopes to adopt the name "Utah Yetis," but trademark officials recently denied their application, citing concerns over potential consumer confusion with the YETI brand known for outdoor gear and accessories.
President of Hockey Operations Chris Armstrong expressed confidence about the process, stating, "Since acquiring Utah’s NHL team, we have been carefully evaluating possibilities for the permanent identity of the team, working within the complicated world of trademarks and intellectual property." The Utah Hockey Club's foray began with fan voting to determine name finalists, including options like "Utah Blizzard," "Utah Venom," and "Utah Mammoth." Despite gathering community input, trademark law has complicated their ambitions.
The U.S. Patent and Trademark Office (USPTO) issues dictated the team's next steps. Not only was the "Utah Yetis" name rejected, but so were several other iterations. According to documents from the USPTO, the rationale behind the rejection of the name included "likelihood of confusion" because of existing trademarks held by other brands. "The overriding concern is not only to prevent buyer confusion... but to protect the registrant from adverse commercial impact due to use of a similar mark by a newcomer," noted the USPTO memo.
Among the names denied, the club's own designation as the "Utah Hockey Club" faces challenges due to geographical descriptiveness, meaning the name primarily signifies the location rather than conveying unique branding. Although the team could contest the decision, there’s potential for alternative solutions. Recent NHL teams, such as the Seattle Kraken, navigated trademark conflicts with clever branding strategies and sponsorship agreements.
There is still hope for the Yeti moniker, with Armstrong sharing, "We will continue to involve the community...and are fully on track with our plans to announce a permanent name and identity ahead of the 2025-26 NHL season." The team has until April to respond to updated rules from the USPTO and must provide compelling arguments showing why the Yeti name could stand distinct from existing uses.
Interestingly, other potential names like "Utah Outlaws" did not present trademark conflicts. Some analysts suggest leveraging coexistence agreements could ease the challenges. The return of the Utah Yeti as the primary team identity seems highly favored among fans, promoting the Yeti brand's appeal thanks to its adventurous ties to local culture and geography.
For example, the concept of mountain Yetis resonates deeply with Utah's natural background, promising not just uniqueness but promotional energy. The story of the Utah Hockey Club reflects the struggles faced by new franchises wrestling with branding—unique challenges requiring both community engagement and legal finesse.
Looking forward, the club acknowledges all feedback as they navigate this tangled process. The hurdles of trademark law present difficulties at every turn, yet the passion of the local fanbase is unwavering. Utah's NHL team hopes to maintain this momentum, turning potential names like Yeti back around before the designated deadline.
The stakes are high; fans have rallied behind the idea of embodying the Yeti. Their enthusiasm expresses itself not just as simple support but as hope for the future of the franchise and community identity. With the NHL season advancing, the urgency intensifies—a name could soon be unveiled as the general public waits for exciting announcements from management.
For Utah Hockey Club supporters, clarity and identity are on the horizon. "We don't want to dominate the conversation with what we might be or not be next year," Armstrong concluded, promising transparency and community inclusion as they decide on the club's ultimate identity. Fans must stay tuned as the Utah Hockey Club races against trademark timelines to lock down its permanent name.