Salt Lake City — Smith Entertainment Group (SEG) launched a multi-phase survey that invites fans to help pick the name of Utah’s newly established NHL franchise. The first round was issued today and will be open for voting until May 22. Fans are encouraged to select up to four preferred names from the list of 20 options, which was compiled following the initial survey issued on social media.
In their inaugural season (2024-25), Utah’s NHL franchise will don jerseys that display UTAH across the front as a reflection of the team’s new roots in the state and dedication to its fanbase.
Once the team name has been selected, SEG and Doubleday & Cartwright – a highly acclaimed creative consultancy and design studio – will work diligently over the next year to craft the team identity: the logo, mascot, colors, and other branding elements. That new branding will debut prior to the 2025-26 NHL season.
“Utah’s NHL team is a community asset, and we want to make sure that the community has a say in what the name is,” said Ryan Smith, chairman of Smith Entertainment Group and governor of Utah’s NHL franchise. “Utah has shown up for this team from the moment the NHL awarded us the franchise less than three weeks ago, and it is only fitting that our fans get the rare opportunity to help name the team they’ll be cheering for. ”
SEG has partnered with Qualtrics – the leading feedback and experience management provider – to conduct the NHL franchise naming survey. The study will employ best practice survey research methodology to ensure fairness, accuracy, and unbiased results including randomization, geo-location identification, progressive discrete choice analysis, the prevention of ballot box stuffing, encrypted data collection and storage. Backend analysis will also include deduplication and best practice statistical methods to ensure data integrity.
To place a vote in the initial phase, visit the branding study now. The next round of fan favorites and more details on future steps in the name selection process will be announced later this summer.
To stay updated on developments with Utah’s NHL team, visit www.NHLinUtah.com.
About Utah’s NHL Franchise
Smith Entertainment Group (SEG) established Utah’s first-ever NHL franchise in April 2024, with the team set to debut in the 2024-25 season. With this move, SEG introduced the second “Big Four" major professional sports league to Utah for the first time in state history. Utah’s NHL franchise was established with a competitive, dynamic roster and 34 draft picks spanning its first three consecutive seasons (2024-27). The team will compete at Delta Center in downtown Salt Lake City, building on the renowned, energetic atmosphere for which Utah’s sports and entertainment scene has become known. For more information on Utah’s NHL franchise, an entity of Smith Entertainment Group, visit www.NHLinUtah.com.
About Smith Entertainment Group
Smith Entertainment Group (SEG) is a sports, entertainment, real estate, and technology investment group focused primarily on the state of Utah. SEG’s portfolio includes the Utah Jazz (NBA), Utah’s new NHL franchise, Delta Center, SEG Media, Real Salt Lake (MLS), Utah Royals (NWSL), America First Credit Union Field, Salt Lake City Stars (NBA G League), Utah Jazz Gaming (NBA 2K League), Real Monarchs (MLS NEXT Pro), and other Utah-centric business ventures. MEDIA CONTACT: hockeypr@smithentertainmentgroup.com