• Loading stock data...
Wednesday, September 17, 2025

Utah Hockey Club Names Like Yeti Face Trademark Issues

Since a team-naming initiative began last year for the relocated NHL franchise in Salt Lake City, expectations had been heavy that Yeti, or Yetis, would ultimately prevail. Now, that’s not so certain. 

Stephen R. Sylvanie-Imagn Images

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.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.

Kaprizov’s Record Contract Rejection Highlights NHL’s New World

The declined contract would have set records for overall and annual value.
Jan 25, 2023; Langley, British Columbia, CAN; Highlights from the CHL Kubota Top Prospects game at the Langley Events Centre

NCAA Hockey Scouts Denied Passes for Crucial Recruiting League

The CHL won’t welcome scouts on passes: “It comes across as petty.”

Featured Today

PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.
September 9, 2025

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
Apr 11, 2025; Portland, Oregon, USA; Portland Trail Blazers guard Rayan Rupert (21) shoots a jump shot during the second half against Golden State Warriors guard Moses Moody (4) at Moda Center.

Trail Blazers Sale and Ownership Group Finalized, Now Awaiting NBA Approval

Dundon’s ownership group also includes the founders of Panda Express.
Valkyries
September 15, 2025

Valkyries Will Try to Remake Ballhalla 50 Miles Away

Golden State will try to stave off elimination in an unfamiliar environment.
September 15, 2025

Warriors $75M Pitch Fails to Sway Kuminga As Season Looms

Kuminga and his representatives want a long-term deal.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Sep 8, 2025; Philadelphia, Pennsylvania, USA; New York Mets outfielder Juan Soto (22) runs to first base during the first inning against the Philadelphia Phillies at Citizens Bank Park.
September 12, 2025

The $339 Million Mets Are in Jeopardy of Missing the Playoffs

The Mets’ wild-card lead is 1.5 games with 15 remaining in the regular season.
Sep 10, 2025; Uncasville, Connecticut, USA; Connecticut Sun forward Aaliyah Edwards (8) fights to keep the ball in-bounds during the second half against the Atlanta Dream at Mohegan Sun Arena.
September 12, 2025

Connecticut AG Demands Documents From WNBA About Sun Sale Process

The WNBA reportedly prefers to move the team to Houston.
Mar 3, 2025; Miami, Florida, USA; Miami Heat guard Terry Rozier (2) warms up prior to the game against the Washington Wizards at Kaseya Center.
September 11, 2025

Hornets Cancel Sports Betting Night Vs. Heat Over Terry Rozier Tie-In

Terry Rozier is under federal investigation for point-shaving in a 2023 game when he was on the Hornets.
May 3, 2025; Denver, Colorado, USA; LA Clippers forward Kawhi Leonard (2) controls the ball in the first quarter against the Denver Nuggets during game seven of first round for the 2025 NBA Playoffs at Ball Arena.
September 11, 2025

Clippers Minority Owner Allegedly Invested in Aspiration to Pay Kawhi

Minority investor Dennis Wong allegedly invested in Aspiration as well.