The Utah Hockey Club is providing fans with a direct say in selecting its permanent name through an in-arena voting process. After adopting the Utah Hockey Club moniker on a temporary basis, the franchise will now engage its fan base to determine its long-term identity, ensuring that the new name resonates with the local community.
This decision comes after a legal setback, as the team’s reported preferred name, “Utah Yeti,” was rejected by the U.S. Patent and Trademark Office due to potential conflicts with an existing trademark. As a result, the organization is shifting its focus to alternative options while allowing fans to be a central part of the process.
The in-arena fan vote will occur at select home games where attendees will have an opportunity to choose from a shortened list of possibilities that might be appropriate. The organization believes this interactive approach will create fan excitement and solidify a strong team identity prior to the actual rebranding.
“We want our fans to feel truly connected to this franchise,” said Utah Hockey Club owner Ryan Smith. “This is their team, and they should have a voice in what we call it.” Though the list of final name options has not been released, the team reportedly considers names that represent Utah’s culture, geography, and history.
One of the more popular names, “Utah Yeti,” started to catch on among fans, but legal issues blocked its usage. The U.S. Patent and Trademark Office rejected the trademark application due to a conflict with an existing registered name.
Despite the disappointment, team officials are embracing the opportunity to explore new possibilities while involving fans in the naming process.
We get it, there was excitement over ‘Yeti,’ but we’ve got some tremendous alternatives,” a team spokesperson said. “It’s about something special and unique for our fans.”
A distinctive and memorable name for the team is critical for branding, merchandising, and community involvement. Utah’s NHL team will focus on an identity that connects with locals and distinguishes itself nationally.
Sports marketing expert Kevin Simmons believes the fan vote is a smart move. “Engaging fans early builds loyalty. When they feel like they have a hand in the team’s creation, they’re more likely to support it long-term,” he said.
Fan Reactions
Utah hockey fans have expressed excitement about the naming process, with many sharing their preferred choices on social media. Some popular suggestions include:
- Utah Outlaws – Representing the state’s rugged, Wild West history.
- Utah Blizzards – A nod to the state’s snowy climate and winter sports culture.
- Utah Mammoths – Tying into prehistoric history with a unique and powerful identity.
Fan votes will be open throughout the season, and an official name will be announced by the team later this year. Meanwhile, the Utah Hockey Club will continue playing under its temporary name and create excitement for the final announcement.
The NHL team in Utah is going the extra mile in taking an innovative approach to choosing a permanent name. The selected identity will thus be that which will represent the passion and pride of the supporters of the team. After overcoming the legal hurdles, the franchise will continue on the journey, thereby establishing a long-term legacy in the world of professional hockey.
As excitement rises, fans wait anxiously to see what the final name will be, knowing their voices are shaping the future of Utah hockey.
