The Utah Hockey Club is currently facing challenges in establishing a permanent team name for the upcoming NHL seasons. The organization aims to finalize its name before the start of the 2025-26 season, but a recent decision by the U.S. Patent and Trademark Office (USPTO) has hindered their efforts. Specifically, the proposed name “Utah Yetis” has been denied trademark protection, as reported by multiple sources.
The name “Yetis” was the frontrunner in a fan poll that included six potential options. Alongside “Yetis,” other names on the list include Blizzard, Mammoth, Outlaws, and Venom, with the possibility of continuing to use the Utah Hockey Club designation. However, all six options have been refused trademark status by the USPTO. These refusals are not entirely final, providing the team with a window to present further arguments in favor of the desired names. The Utah Hockey Club has three months from the refusal date to respond and pursue their trademark application.
The Mammoth name was rejected in November 2024, while the other five names faced refusal in January 2025. One significant hurdle in securing the “Utah Yetis” name stems from potential consumer confusion with the established brand YETI, known for its outdoor products like coolers and drinkware. In its ruling, the USPTO noted that even with the name “Utah” attached, the similarity of “Yeti” to YETI’s trademark could mislead consumers regarding the source of goods and services.
The implications of this decision are significant for the Utah Hockey Club, which plans to market various merchandise, including clothing and accessories. The USPTO highlighted concerns regarding overlap with YETI’s existing trademark rights, which cover a variety of apparel items that the hockey team intends to sell. While the refusal complicates matters, it does not completely block the team’s efforts. The Utah organization can gather additional evidence to support its case, potentially seeking guidance from other teams in similar trademark situations.
Fans of the Utah Hockey Club are eagerly waiting for a name to rally behind as the team settles into its new home. The selected names resulted from an earlier fan voting process that narrowed down an original list of 20 names. This fan engagement reflects the community’s investment in the team, which relocated to Salt Lake City from Arizona last April. Currently, the club holds a 21-19-7 record, placing them 11th in the Western Conference.
The franchise, although new, is gaining traction in the hockey scene. As the season progresses, supporters are hopeful that the team can solidify its identity, despite this unexpected setback. The purpose of branding a sports team extends beyond mere identification; it fosters a sense of belonging among fans. Achieving a permanent name is essential for creating a lasting connection with the local community.
In conclusion, while the Utah Hockey Club encounters hurdles in its pursuit of a trademarked name, the team remains determined to engage with its fan base and establish a strong local presence. With the clock ticking on their response to the USPTO, Utah has a critical opportunity to advocate for the names that resonate with their supporters. The coming months will be crucial as the team navigates these trademark challenges while fostering excitement for the remainder of the season. Hockey fans in Utah are eagerly awaiting the resolution of this branding chapter, hopeful for a name that perfectly encapsulates their spirit and pride in a new and thriving NHL team.
