The Coyotes’ relocation to Utah has been finalized, sparking speculation about the team’s new name. The NHL Board of Governors approved the sale and move to Jazz owner Ryan Smith. Smith himself is unsure about what the team will be called when it hits the ice in Salt Lake City next season. He has mentioned that the team will have “Utah” in its name, but the final moniker is still undecided at this point. Ad agency Doubleday & Cartwright has been enlisted to assist with the rebranding efforts, and a placeholder name may be utilized for the first season in the new location.
Trademark filings submitted to the U.S. Patent and Trademark Office offer some insight into potential names for the Utah franchise. Utah Blizzard, Utah Venom, Utah Fury, Utah HC, and Utah Hockey Club are among the names that were included in the filings. These filings suggest possible options for the team’s new name, although nothing has been confirmed as of yet. Smith emphasized the importance of taking their time with the rebranding process, ensuring that they make the right decision rather than rushing to meet any specific deadlines.
Despite the uncertainty surrounding the team’s new name, it is clear that Utah will play a significant role in the branding. Smith expressed that the team would definitely have “Utah” in its name, providing a hint as to what fans can expect from the final moniker. The process of selecting a name is important to both the league and the ownership group, indicating that the decision will be carefully considered. The team’s inaugural season in Utah could feature a placeholder name as they continue to work on finalizing the branding details.
Smith’s purchase of the hockey operations assets from the Coyotes for $1.2 billion marked a significant shift for the franchise. Former Coyotes owner Alex Meruelo will retain the team’s name, intellectual property, and historical records. The sale of the team to Smith and its relocation to Utah have opened up new possibilities for the franchise. With a fresh start in a new city, the team will have the opportunity to build a new identity while honoring its legacy. The transition to Salt Lake City represents a new chapter for the franchise, and fans are eager to see what the future holds for the team under its new ownership.
