The Utah Mammoth, the NHL's new team, has faced significant legal challenges over its name. The team previously attempted to adopt the name 'Utah Yeti' but was blocked by Yeti coolers. Now, Mammoth Hockey, an Oregon-based manufacturer of hockey bags, has issued a cease-and-desist letter demanding that the Mammoth cease use of their name, turn over unsold merchandise, and provide accounting records. The Mammoth's ownership group, Smith Entertainment Group, has filed a lawsuit claiming exclusive rights to the name under federal law, while Mammoth Hockey vows to defend its longstanding common law trademark.

This naming saga highlights the complexities surrounding trademark laws in sports, particularly when small businesses are involved. Although Mammoth Hockey has operated for over a decade, reports indicate it lacks active trademarks, which complicates its legal position against the NHL. The outcome of this dispute could set a precedent for future team names and their implications on existing brands.