An NHL team quickly moved to Utah. Rename it takes more time.

Yeti has already been taken by a cooler popular manufacturer. Blizzard belonged to a video game company. Venom had been claimed by a company that manufactured snowboarding equipment.

When the technological billionaire Ryan Smith bought coyotes in difficulty of the NHL Arizona at the end of April, then moved the team to Salt Lake City, the move seemed to occur at the speed of a stroke of Slap of shell in Bobby.

But finding a long -term name for the franchise is another story.

For the moment, it takes place by a generic reserved space name, Utah Hockey Club. While the team has undergone its rapid movement in the spring (normally, the relocations of the sports franchise take place over the years, not months), its new property has started to submit a wave of brand requests for possible names .

He ran directly in a bureaucratic goalkeeper ready to block each shot it took: the American patent and brands office, the goalkeeper of an increasingly congested market with brand names.

The first options included blizzard, outlaws, mammoth, venom and yeti, and the current name, the Utah hockey club. When the franchise has heard of the brand’s office, each request received a preliminary rejection.

Other brands had already seized the brands for many of the names. In a non -binding refusal, dated January 9, of the request of the Hockey Club for the Yeti brand, the office cited a “probability of confusion”, apparently concerned about the fact that fans could not make the difference between a bottle of water and an abominable snowman. The same explanation was given for Blizzard and Venom.