The recently named NHL team, Utah Mammoth, has filed a federal lawsuit against Oregon-based Mammoth Hockey LLC. This legal action escalates a trademark dispute centered on the use of the word “Mammoth” and similar branding. Filed this week in a U.S. District Court in Utah, the lawsuit aims to resolve a standoff concerning naming rights between the two entities.
Smith Entertainment Group, the ownership group behind the NHL`s Utah Mammoth, asserts its legal entitlement to use the name under both state and federal trademark law. They contend that their branding does not harm the equipment manufacturer`s business. The Mammoth officially unveiled its permanent name and logo in May, following the team`s relocation from Arizona and a transitional first season in Salt Lake City under the placeholder “Utah Hockey Club.”
Shortly after the NHL team`s announcement, Mammoth Hockey issued a cease-and-desist letter, objecting to the use of the name and the mammoth-themed logo. The company argued that the similarities could lead to consumer confusion, potentially impacting its ability to market to hockey fans and players. Mammoth Hockey has been producing oversized hockey gear bags since 2014, establishing its brand in the industry.
Erik Olson, co-founder of Mammoth Hockey, released a statement affirming their position: “Mammoth Hockey intends to vigorously defend the litigation recently commenced against it by Utah Mammoth of the National Hockey League and protect its longstanding trademark used in connection with the hockey goods it has manufactured and sold for the past 10 years.”
Both parties incorporate a mammoth design in their respective logos and operate within the same general industry, thereby increasing the likelihood of brand overlap both at retail and online. The Utah Mammoth is preparing to enter its second NHL season, marking its first under its new, permanent name.
