The Utah Hockey Club, the new NHL team in Salt Lake City, has been searching for a permanent name since relocating from Arizona. One of the frontrunners was “Yeti,” a name that resonated with fans and reflected the region’s rugged, snow-covered mountains. However, the Utah Yeti trademark application was denied by the United States Patent and Trademark Office (USPTO), creating a setback for the team’s branding efforts.
This decision raises important questions about sports trademarks, branding conflicts, and intellectual property rights in professional sports. Below, we break down why the Utah Yeti trademark was denied, what it means for the team, and how trademark law impacts sports franchises.
Why Was the Utah Yeti Trademark Denied?
The USPTO rejected the Utah Yeti trademark application primarily due to a likelihood of confusion with existing trademarks. One major obstacle was YETI Holdings, Inc., the well-known company behind YETI coolers and outdoor gear. The company already holds multiple trademarks for “YETI” across various categories, including apparel and accessories—items that a professional hockey team would also sell as part of its merchandise.
Trademark law prevents new trademarks from being registered if they are too similar to existing ones and could confuse consumers. In this case, the USPTO likely determined that a Utah Yeti trademark could lead fans to mistakenly associate the hockey team with YETI Holdings, Inc.
The Role of Trademark Law in Sports Branding
Trademarks are crucial for sports teams because they protect team names, logos, and merchandise from unauthorized use. However, trademark applications can face roadblocks if:
- The name is already in use by another company or sports entity.
- It’s too generic or lacks distinctiveness.
- It conflicts with an existing trademark, as seen in the Utah Yeti trademark case.
Many sports teams have faced similar trademark challenges. For example:
- Washington Commanders (formerly Redskins): The team faced legal battles over the Redskins name before rebranding.
- Vegas Golden Knights: The NHL team encountered trademark disputes with the U.S. Army over the “Golden Knights” name.
- Seattle Kraken: The NHL team’s name was carefully chosen to avoid conflicts with existing trademarks.
What’s Next for the Utah Hockey Club?
Since the Utah Yeti trademark was denied, the Utah Hockey Club must either appeal the decision, negotiate with YETI Holdings, or choose a new name. The team has already been considering other names, including “Utah Mammoth” and “Utah Blizzard,” both of which align with the region’s rugged identity.
If the team wants to keep the Utah Yeti name, it may try:
- Negotiating with YETI Holdings, Inc. – A licensing agreement or co-branding deal could allow both parties to coexist.
- Modifying the name slightly – Adding a unique element (e.g., “Utah Mountain Yeti”) might help.
- Appealing the USPTO decision – However, overturning a rejection can be challenging.
Regardless of the outcome, the Utah Yeti trademark case highlights the importance of early trademark research and strategic branding decisions.
Lessons for Tech Startups and Businesses from the Utah Yeti Trademark Case
While this dispute involves a sports team, the Utah Yeti trademark denial is a valuable lesson for startups and entrepreneurs navigating trademark law. If you’re considering a brand name, product name, or company name, keep these key takeaways in mind:
- Conduct a thorough trademark search before investing in branding.
- Be mindful of existing trademarks in related industries.
- If a name is already trademarked, consider alternative branding strategies.
- Work with an experienced trademark attorney to increase the chances of approval.
Why David Nima Sharifi is the Go-To Trademark Lawyer for Startups and Businesses
Trademark disputes, like the Utah Yeti trademark denial, show how complex branding and intellectual property law can be. Whether you’re a startup, a growing business, or a major sports franchise, having an experienced attorney is crucial.
David Nima Sharifi, Esq., founder of L.A. Tech and Media Law Firm, is a leading expert in trademark law, business law, and intellectual property strategy. Recognized among the Top 30 New Media and E-Commerce attorneys by the Los Angeles Business Journal, he has helped countless startups and businesses protect their brands, secure trademarks, and navigate complex legal challenges.
If you’re looking to trademark a business name, brand, or product, don’t risk costly legal roadblocks. Schedule your confidential consultation now by visiting L.A. Tech and Media Law Firm or using our secure contact form.