Utah Mammoth Franchise Name Under Legal Scrutiny
The recent decision by the NHL to name its new Utah franchise “Utah Mammoth” is now under scrutiny due to a pending legal action concerning trademark rights. A Portland-based company named Mammoth Hockey LLC, which specializes in manufacturing hockey equipment bags, has initiated a preliminary injunction in U.S. District Court for Utah. This legal motion, lodged on September 25, aims to safeguard its long-standing brand identity against what it perceives as the potentially confusing overlap with the NHL team name, adopted on May 7, 2025.
Claims by Mammoth Hockey LLC
Mammoth Hockey LLC claims that the increase in online traffic leading to the NHL team’s merchandise detracts from its own offerings, asserting that the NHL’s usage of “Mammoth” undermines their brand. The company, established in 2014 by Erik Olson and Lars Huschke, not only produces hockey bags but also sells a variety of related merchandise such as hats, shirts, and bottles. Olson opted not to comment on the matter when approached by ESPN.
Previous Legal Actions
This trademark dispute follows a series of actions initiated by the Utah Mammoth’s management team, Uyte and Smith Entertainment Group Hockey (SEG), who had earlier sought to resolve potential trademark conflicts. Back on August 1, they filed a motion to dismiss any claims made by Mammoth Hockey, stating that the latter had consistently threatened litigation since the NHL team was officially named. Previous communications from Mammoth included a cease and desist letter regarding the trademark issue.
Franchise Name Evolution
The Utah franchise began its journey as the “Utah Hockey Club” during the 2024-25 season, following its relocation from Arizona. After an extensive fan voting process that attracted over 850,000 votes, the team transitioned to the “Utah Mammoth” moniker, defeating other contenders like “Utah Outlaws”. The choice of name was strategic; however, it has now become mired in legal challenges.
Trademark Complications
In January 2025, the team faced another setback when they announced they would not use “Yeti”—one of the names considered during an earlier fan vote—due to trademark complications. The U.S. Patent and Trademark Office had denied their application for “Utah Yetis” based on the likelihood of confusion with existing brands, notably Yeti Coolers LLC, leading to a reevaluation of their name options. Mammoth Hockey pointed to this case as part of its justification for the injunction.
Response from SEG
In response to the latest filing from Mammoth Hockey, SEG reiterated a commitment to their legal position, emphasizing that their use of the “Utah Mammoth” name is lawful and should not interfere with any other brand’s business practices. They are pursuing clarity in court, eager to eliminate any uncertainty regarding the brand names involved and believing they can rightfully navigate the legal landscape surrounding trademark usage.
