Competitive Edge - Sports & Entertainment Marketing News

Freeze, Ice, Yeti among Utah names in fan survey


Ownership of the NHL’s team in Utah has given fans 20 choices to vote on for the franchise’s new name, according to a survey sent out Wednesday by Smith Entertainment Group.

Click here to read the story at

Discussion Questions:

  1. Why did the Coyotes franchise move from Phoenix to Salt Lake City?
  2. What is branding?
  3. Why did the Coyotes’ previous owner keep the rights to the Coyotes brand?
  4. Why do you think it is important for the franchise to establish a new brand and identity in Salt Lake City?
  5. Why is selecting a team name and mascot be an important step in the branding process?
  6. How might it impact the team’s marketing?
  7. What are two important factors that a franchise should consider when branding a new sports team?
  8. What is merchandising?
  9. How will choosing a team name, colors, and logo impact merchandising for the Utah franchise?
  10. The franchise has provided fans with an opportunity to vote on the team’s new name. Why do you think they want fan feedback for such an important decision?
  11. How might that help to build a stronger sense of community, and could it help to increase levels of fandom?
  12. What are five examples of the options fans can vote on, based on information from this news story?
  13. Which do you like best?
  14. Which do you think might help the team to maximize merchandise sales?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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