• Loading stock data...
Wednesday, April 2, 2025
Nominations Are Open for Front Office Sports Honors! Submit Now

Retail-Level Politics: Utah’s New NHL Team Owner Engages Fans Early On

  • A series of potential team names center on Utah’s status as a haven for winter sports.
  • Other initiatives include a planned community component for the team’s forthcoming training center.
Kyle Terada-USA TODAY Sports

Ryan Smith (above, left), the owner of the NHL’s newly relocated Utah franchise, repeatedly has pledged to involve local fans in the establishment of the franchise. A series of recent moves show he is making good on that, indicating the significant level of retail-level politics at play in the team’s early days in its new home. 

Following prior promises to develop a fan survey to help select the team’s new name, Smith released late Wednesday a poll with 20 possibilities for that forthcoming moniker. In keeping with Utah’s status as a haven for skiing and other winter sports, as well its nickname as the “Beehive State,” many of the listed options tracked along those core areas and were initially compiled from a prior social media survey Smith issued. 

Chill or Thrill: Nickname Themes

The latest options of names being presented include: 

  • Skiing and snow: Black Diamonds, Blizzard, Powder, Squall
  • More winter-oriented: Blast, Freeze, Frost, Glaciers, Ice, Yeti
  • Bee-related: Hive, Swarm
  • Various Western-oriented: Canyons, Mountaineers, Outlaws
  • Other: Caribou, Fury, HC (for Hockey Club), Mammoth, Venom

The poll—developed with the aid of Smith’s feedback and experience management company, Qualtrics—will be open until May 22, with further voting rounds and other steps in that renaming process to be detailed this summer. For the 2024–25 season, the franchise will be known simply as “Utah,” with the rebranding going into full effect the following year. Branding agency Doubleday & Cartwright, which has worked with teams such as the NBA’s Bucks and Inter Miami in MLS, is aiding in that process.

Just the Start

Smith’s outreach to solicit feedback for the franchise name is just one part of a larger-scale push to root the team in Utah. On April 24, he hosted a free fan celebration at the Delta Center, attended by more than 12,000, in which fans meet team players and coaches. Also the owner of the NBA’s Jazz and two local pro soccer teams, Smith has been on an extended run of national interviews, including with Pat McAfee, Canada’s Sportsnet, and the NHL Network—to discuss the NHL franchise. 

A newly announced plan for a permanent training and headquarters site, to be located at the site of a shopping mall in suburban Sandy, will include a community center and plans include a regular presence on the facility’s rinks for local youth and amateur leagues. 

More than 29,000 season-ticket deposits were received just in the first week after the April 18 announcement of the team’s move from Arizona. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

March Madness Ratings Dip After Record Start: Will Final Four Deliver?

Viewership had been at a record pace through the opening rounds.
Nov 10, 2024; Munich, Germany; The NFL shield logo at midfield during the 2024 NFL Munich Game at Allianz Arena.

NFL’s Global Ambitions Now Extend to Abu Dhabi

Three teams gain marketing rights to the United Arab Emirates.

NFL Tush Push Vote Has Been Pushed

Owners table a vote on the highly debated quarterback sneak play.

Yankees RSN, Comcast Reach Deal After FCC Pressure

The deal keeps the regional sports network on an expanded basic tier.

Featured Today

Mar 26, 2025; Indianapolis, Indiana, USA; Los Angeles Lakers forward LeBron James (23) in the first half Indiana Pacers at Gainbridge Fieldhouse.

The Creator Behind the LeBron ‘Glazing’ Trend Sweeping TikTok

FOS spoke to TikTok user OkaySpade who made the original song.
Seattle Kraken
April 1, 2025

Samantha Holloway Is Seattle’s NHL Present—and Hopeful NBA Future

Samantha Holloway is steering the Kraken and hoping to revive pro hoops.
Brehanna Daniels
March 31, 2025

NASCAR Pit Crew Member Brehanna Daniels Didn’t Know She’d Be a Trailblazer

The first Black female tire changer didn’t know she’d be a trailblazer.
Columbia, SC - February 16, 2025 - Colonial Life Arena: Rebecca Lobo and Ryan Ruocco during a regular season game.
March 30, 2025

Inside Ryan Ruocco’s Rapid Rise to ESPN’s Top Voice of Women’s Hoops

The top voice became “quickly addicted” to calling the women’s game.
Caledonian Braves

The Scottish Soccer Club With 9,000 Owners—Including NBA and NWSL Players

The Braves’ popularity exploded in the last 10 months.
March 31, 2025

Jets Offer Most Employees Buyouts

The team offered nearly 70% of its workforce severance packages.
Sacramento A's
April 1, 2025

A’s Sacramento Debut Beset by Logistical Problems

Monday saw broadcast issues, a drone delay, and a tight press setup.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
March 31, 2025

NFL’s QB Market Shake-Up Puts Steelers in Unfamiliar Territory

Conversations are continuing with four-time NFL MVP Aaron Rodgers.
Feb 8, 2025; Dallas, Texas, USA; Mark Cuban watches the game between the Dallas Mavericks and the Houston Rockets at the American Airlines Center.
March 28, 2025

Mark Cuban Says He ‘Fully Expected’ to Run Mavs After Selling Team

Cuban still owns about 27% of the Mavericks.
Adam Silver
March 27, 2025

The $6.1 Billion Celtics Sale Is Not Street-Legal Yet

The complex deal still has some league hoops to jump through.
Mar 16, 2025; Inglewood, California, USA; LA Clippers guard James Harden (1) reacts against the Charlotte Hornets during the second half at Intuit Dome.
March 26, 2025

Celtics Sale Has Made Ballmer’s $2B Clippers Stunner a Bargain

The Celtics owners agreed to sell the team for $6.1 billion.