Utah Hockey Club’s ‘Yetis’ Name Rejected by Trademark Office

SALT LAKE CITY (AP) — The NHL‘s Utah Hockey Club faces a naming hurdle after the U.S. Patent and Trademark Office rejected its application to trademark “Utah Yetis” due to potential confusion with existing brands, including Yeti Coolers. The decision, outlined in a Jan. 9 memo, cited the dominance of the word “Yetis” in the proposed mark and its similarity to other registered trademarks.

The team, which relocated from Arizona to Salt Lake City this season, has three months to respond to the “nonfinal office action” or request an extension. The application sought to use the name on apparel, including jerseys, hats, and gloves.

“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, president of hockey operations, in a statement Thursday.

The Utah Hockey Club, formerly the Arizona Coyotes, was sold to Smith Entertainment Group in April 2024. The team is considered a new franchise rather than a continuation of the Coyotes’ legacy. In June, the club announced it would play its inaugural season under the temporary name Utah Hockey Club while engaging fans in the naming process.

A fan vote narrowed the options to six finalists: Utah Blizzard, Utah Hockey Club (Utah HC), Utah Mammoth, Utah Outlaws, Utah Venom, and Utah Yeti. Despite widespread anticipation that “Yeti” or “Yetis” would win, the trademark rejection complicates the process.

“It has always been our intention to let our season one identity as Utah Hockey Club, the team’s performance, and the amazing response from our fans hold the conversation through our inaugural season,” Armstrong said. He added that the team remains on track to announce a permanent name and identity before the 2025-26 NHL season.

The USPTO’s memo highlighted that the singular or plural form of “Yeti” would still create confusion with existing trademarks. Yeti Coolers LLC, known for its drinkware, coolers, and clothing, was among the third-party marks identified in the database search.

Despite the setback, the team remains committed to involving the community in the final stages of the naming and branding process. “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 2025-26 NHL season,” Armstrong said.