Utah’s newest NHL franchise has thrown down the legal gauntlet. On August 5, 2025, the team filed a trademark infringement lawsuit against Mammoth Hockey, LLC, an Oregon-based manufacturer of hockey equipment bags. The dispute centers on exclusive rights to use the “Mammoth” name in sports-related business.
This case represents more than just a name dispute between two hockey-related companies. It highlights the aggressive trademark protection strategies that professional sports organizations must employ to safeguard their brand investments in an increasingly crowded marketplace.
The Legal Battle Takes Shape
The Utah Mammoth argue that their trademark rights should extend beyond just professional hockey games to encompass the broader sports equipment market. The team contends that allowing Mammoth Hockey, LLC to continue operating under that name creates consumer confusion and dilutes their brand identity.
From my experience handling over 6,000 trademark applications, I’ve seen similar disputes arise when established companies encounter newer entities using similar marks in related industries. The key legal question here involves the scope of trademark protection and whether hockey equipment bags fall within the NHL team’s claimed territory.
Mammoth Hockey, LLC has operated as a hockey equipment bag manufacturer for several years. The Oregon-based company likely built its brand around serving hockey players and teams with specialized gear storage solutions. Now they face the prospect of costly litigation against a well-funded professional sports organization.
Geographic and Commercial Scope Considerations
The geographic element adds another layer of complexity. Oregon and Utah represent different regional markets, though both serve hockey communities. Courts will examine whether consumers in these markets might reasonably assume a connection between the NHL team and the equipment manufacturer.
Professional sports teams typically claim broad trademark protection extending to merchandise, equipment, and related goods. However, small manufacturers who established their marks through actual use in commerce may have legitimate defenses based on prior use and geographic limitations.
Understanding Sports Industry Trademark Dynamics
Sports organizations operate in a unique trademark environment where brand protection directly impacts revenue streams worth millions of dollars. I’ve worked with various sports-related clients who face similar challenges protecting their intellectual property across multiple product categories.
The NHL team’s aggressive stance reflects standard industry practice. Professional sports franchises invest heavily in building brand recognition through marketing, merchandise, and fan engagement. They view trademark protection as essential to preserving these investments and preventing unauthorized commercial exploitation.
The timing of this lawsuit also matters significantly. New NHL franchises must establish their market presence quickly while defending against potential infringement claims. Waiting too long to address trademark conflicts can weaken a team’s legal position and allow competing uses to gain strength through continued operation.
Equipment manufacturers like Mammoth Hockey, LLC often choose names that resonate with their target athletes. Hockey players appreciate brands that convey strength and power. Unfortunately, these same qualities attract professional sports teams seeking memorable franchise names.
Industry-Specific Trademark Challenges
The sports equipment industry presents particular trademark challenges because manufacturers and professional teams often target overlapping consumer bases. Hockey fans who support Utah’s NHL team might also purchase equipment from companies using similar branding, creating genuine likelihood of confusion. (I also made a guide on the various NHL trademarks.)
Courts evaluating sports-related trademark disputes examine factors like marketing channels, consumer demographics, and the strength of existing brand recognition. Professional sports teams typically enjoy advantages in these areas due to their extensive media coverage and marketing budgets.
Strategic Lessons for Business Owners
This dispute offers valuable insights for entrepreneurs considering brand names in competitive industries. I always advise clients to conduct thorough trademark searches before investing in brand development, particularly when operating in markets adjacent to major professional sports.
Small manufacturers face particular vulnerability when professional sports organizations enter their market space. The equipment company’s Oregon location provided some initial geographic protection, but digital commerce and national sports media have blurred traditional territorial boundaries.
Business owners should also consider the defensive trademark registration strategy. Filing applications across multiple related product categories can prevent future conflicts, even if you don’t immediately plan to use the mark in all areas. This approach costs more upfront but provides stronger long-term protection.
The “Mammoth” name dispute demonstrates how quickly trademark conflicts can escalate once professional sports organizations identify potential infringement. These teams have substantial legal resources and strong motivation to protect their brand investments aggressively.
Proactive Brand Protection Strategies
Smart business owners anticipate potential trademark conflicts before they develop into costly litigation. I recommend clients monitor trademark databases for similar applications and maintain awareness of major brands entering their market space. (This is a service I offer to my clients as part of their trademark protection.)
Also, consider the licensing opportunity angle. Sometimes trademark disputes can resolve through licensing agreements that benefit both parties. The equipment manufacturer might continue operating while acknowledging the NHL team’s superior trademark rights through appropriate licensing arrangements.
Your Brand Deserves Professional Protection
The Utah Mammoth lawsuit against Mammoth Hockey, LLC illustrates why professional trademark guidance matters for businesses of all sizes. Small manufacturers need strong legal positioning to defend against well-funded challengers, while growing companies must protect their brand investments through proper registration and enforcement.
I’ve helped numerous clients navigate similar trademark conflicts through strategic planning and decisive legal action. Whether you’re facing potential infringement claims or seeking to establish stronger brand protection, the right legal strategy can make the difference between costly litigation and successful business growth.
Don’t wait until you’re facing a lawsuit to address your trademark needs. Contact me today to discuss your brand protection strategy and ensure your business interests receive the legal foundation they deserve. In today’s competitive marketplace, your trademark rights may be your most valuable business asset.
