The Utah Mammoth, the National Hockey League’s newest franchise, has initiated legal action against a bag manufacturer with a similar name to resolve a trademark dispute. The team contends that the respective trademarks are sufficiently distinct to prevent consumer confusion.
After relocating from Arizona in April 2024, the franchise embarked on a comprehensive rebranding process. This included a 13-month period of fan engagement, culminating in the selection of the “Utah Mammoth” name in May 2025. The name pays homage to the mammoths that roamed Utah during the last Ice Age, symbolizing strength and a deep connection to the state’s history. ([nhl.com](https://www.nhl.com/news/mammoth-unveiled-as-utah-nickname?utm_source=openai))
Prior to settling on “Mammoth,” the team faced challenges in securing other preferred names. Notably, their attempt to trademark “Utah Yetis” was denied by the U.S. Patent and Trademark Office due to potential confusion with existing brands like Yeti Coolers. Despite efforts to negotiate a coexistence agreement, the cooler company declined, leading the team to abandon the “Yeti” moniker. ([sltrib.com](https://www.sltrib.com/sports/utah-hockey-club/2025/01/29/yetis-is-officially-not-an-option/?utm_source=openai))
In the current lawsuit, the Utah Mammoth argues that the differences between their brand and the bag manufacturer’s brand are sufficient to prevent consumer confusion. The outcome of this case will likely have significant implications for the team’s branding strategy and its ability to protect its intellectual property.
As the Utah Mammoth prepares for its inaugural season under its new identity, the resolution of this legal dispute will be crucial in establishing a strong and distinctive brand presence in the competitive sports market.