The Utah Hockey Club will not be called the Utah Yeti or Utah Yetis when they take the ice for the 2025-26 NHL season, as the team has officially ruled out the name due to trademark conflicts. The decision follows weeks of speculation and a ruling from the U.S. Patent and Trademark Office (USPTO), which rejected the club’s request to use the name, citing a “likelihood of confusion” with other brands, including Yeti Coolers.
The team, owned by Smith Entertainment Group (SEG), had been considering “Yeti” among several possible names for the franchise. However, after failed negotiations with Yeti Coolers, the organization was forced to remove the name from contention.
“They have a unique trademark that allows them to prevent the use of the word Yeti or Yetis,” said Mike Maughan, an executive with SEG. “They made a determination for the sake of their brand that they didn’t want to enter into a coexistence.”
With “Yeti” officially off the table, the club has narrowed its options to three finalists:
- Utah Mammoth
- Utah Hockey Club
- Utah Wasatch
Trademark Battle Ends Hopes for “Yeti” Name
The rejection by the USPTO was a major setback for the organization, which had hoped to brand itself around the Yeti identity. The office ruled that the name was too similar to existing trademarks, making it difficult for the team to establish its own independent branding.
Yeti Coolers, a Texas-based company known for its high-end outdoor products, holds a strong trademark on the name “Yeti” and was unwilling to enter into an agreement with the team. The company has previously taken legal action to protect its brand, and its refusal to negotiate left SEG with no choice but to move on.
Despite this setback, the Utah Hockey Club remains committed to finalizing its new identity before the upcoming season.
Three Finalists Emerge
Now that “Yeti” has been eliminated, the team is moving forward with three possible names. “Utah Mammoth” draws inspiration from the state’s prehistoric history, particularly the discovery of mammoth fossils in Utah. The name also carries a strong and imposing image, fitting for a hockey franchise.
“Utah Hockey Club”, meanwhile, keeps the team’s branding simple and traditional. The name follows a growing trend in professional hockey, similar to Seattle Kraken’s use of “Seattle Hockey Club” before unveiling their final branding.
The third option, “Utah Wasatch”, pays tribute to the Wasatch Mountain Range, which stretches across northern Utah and is an iconic part of the state’s landscape. The name reflects Utah’s rugged outdoor culture and deep ties to winter sports.
What’s Next for the Franchise?
With the final three names revealed, the organization is expected to make an official announcement soon. Fan feedback will likely play a role in the final decision, as the team continues to engage with the local community in its branding process.
Utah’s NHL franchise will begin play in the 2025-26 season, taking over the roster of the former Arizona Coyotes. The team will play its home games at the Delta Center in Salt Lake City, where it hopes to establish a strong hockey presence in a state better known for its winter sports and passionate fan base.