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In many ways, the establishment of the Utah Hockey Club in Salt Lake City has been a runaway success, with the team continuing to play to vibrant crowds at the Delta Center and contending for a playoff slot. The efforts to permanently name the NHL franchise, however, are proving to be a far tougher climb.
Since the Utah Hockey Club—now owned by Ryan Smith and his Smith Entertainment Group—began a team-naming initiative last spring with fan input, expectations had been heavy that Yeti, or Yetis, would ultimately prevail.
Nearly six months later, the push to create the permanent name is running into significant obstacles. The U.S. Patent and Trademark Office earlier this month refused a trademark for the Utah Yetis, citing a “likelihood of confusion” with Yeti, the well-known manufacturer of insulated drinkware, bags, and coolers.
“An applied-for mark that is the singular or plural of a registered mark is essentially identical in sound, appearance, meaning, and commercial impression, and thus the marks are confusingly similar,” the office said in a report first cited by Salt Lake City TV station KSL.
The team will now have until early April to respond to the initial decision, which is not yet final.
The franchise is looking to have its permanent name in place for the 2025–2026 season, with that selection likely to be introduced soon after the end of the current season.
The other leading options—Mammoth, Blizzard, Venom, Outlaws, and retaining the Utah Hockey Club identity—all have varying issues with the USPTO, too, ranging from simple clerical matters to more troubling concerns with existing brands similar to the ones cited for the Yeti. The team filed applications on each as part of a standard vetting process.
The stakes, of course, are significant, as the final selection will not only be the name of the team, but also be used in a wide range of commercial applications, including across many forms of media and merchandising.
“Since acquiring Utah’s NHL team, we have been carefully evaluating possibilities for the permanent identity of the team, while working within the complicated world of trademarks and intellectual property,” said Chris Armstrong, Utah Hockey Club president of hockey operations.
“We will continue to involve the community in the final stages of the naming and branding process and are fully on track with our plans to announce a permanent name and identity ahead of the 2025–2026 NHL season,” Armstrong said.
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