Is the Utah Mammoth facing a branding meltdown? Inside the $100M trademark battle

Utah’s NHL franchise, the Utah Mammoth, is locked in a high-stakes trademark dispute that could reshape its future identity. The Oregon-based Mammoth Hockey LLC has filed a lawsuit claiming the team’s branding infringes on its long-standing mark, but the Utah Mammoth insists the case is “misguided” and financially devastating if it loses.

Utah Mammoth Argues Forced Rebranding Could Be Fatal

According to court documents, the Utah Mammoth spent over $7 million developing its brand, from merchandise and digital graphics to its now-iconic mascot, Tusky. CFO John Larson said the franchise has already generated over $500,000 in merchandise sales, with fans embracing the name across the country.

Larson warned that dropping the Utah Mammoth identity could cause losses “in excess of $100 million,” adding that the team’s goodwill and fan recognition would be nearly impossible to recover.

The Oregon Company’s Claim: Confusion in the Marketplace

Mammoth Hockey LLC, a small Oregon-based manufacturer known for premium hockey bags priced between $189 and $300, argues that fans have been confused while searching for its products online. The company claims that customers accidentally landed on the NHL team’s website, mistaking it for their own.

They’ve asked a Utah federal judge for an injunction to stop the NHL team from using the “Mammoth” name and logo.

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Team Disputes Confusion, Citing ‘Gold Standard’ Market Study

The Utah Mammoth’s legal response calls the confusion claim “implausible.” A market study conducted among potential consumers found only 0.7% confusion, which the team describes as “compelling evidence” that the two brands are distinct.

The NHL franchise also emphasized differences in color schemes, fonts, and the inclusion of the word “Utah”, along with an outline of the state in its logo, as proof of unique branding.

Delay in Lawsuit Raises Questions About Plaintiff’s Intent

The team also accused the Oregon company of waiting strategically to file the lawsuit just before the NHL season began, suggesting a deliberate attempt to maximize publicity.

Court filings include a 2024 Facebook message where Mammoth Hockey’s owner, Erik Olson, even expressed interest in a collaboration with the team. “It would be cool to talk about a possible partnership,” Olson wrote, a statement the NHL team cites as evidence that there was no earlier objection.

More “Mammoths” in Sports: Is There Room for All?

Utah Mammoth’s defense also points to other sports teams that use the “Mammoth” name, from Michigan’s Westside Woolly Mammoths to Massachusetts’ Amherst Mammoths. The team argues this proves the term is widely used and that coexistence in the market is possible without confusion.

What’s Next for the Utah Mammoth?

If the court grants the injunction, the team could face a costly rebrand, including removing signage, repainting rinks, and recalling products. The organization says such a move would be “extraordinarily burdensome” and could permanently damage the franchise’s growth in Utah’s sports market.

As of now, both sides await a federal court decision that could set a precedent for how sports franchises navigate shared names and branding conflicts.

FAQ: Utah Mammoth Trademark Lawsuit

1. Why is the Utah Mammoth being sued?

The Utah Mammoth is being sued by Mammoth Hockey LLC, an Oregon company that claims the team’s name and logo infringe on its existing trademark for “Mammoth Hockey.”

2. How much has the Utah Mammoth invested in its branding?

The franchise reports spending over $7 million on branding, including merchandise, jerseys, digital design, and the creation of its mascot, Tusky.

3. What does the lawsuit demand?

The Oregon company seeks a court injunction requiring the NHL team to stop using the “Utah Mammoth” name and logo.

4. How does the Utah Mammoth defend itself?

The team argues there’s no real confusion between the brands, citing a market study that found only 0.7% consumer confusion. They also emphasize design differences and the addition of “Utah” in their logo.

5. Could the Utah Mammoth lose its name?

If the court rules against the NHL team, it may be forced to rebrand entirely, which the team says could cause irreversible financial and reputational harm.

6. What’s next in the legal process?

The case is ongoing in Utah’s federal court, with both sides awaiting the judge’s decision on whether an injunction will be granted.