VOTE HERE | SEG Opens Naming Process for Utah’s NHL Team with Fan Survey

Courtesy Smith Entertainment Group

Smith Entertainment Group Launches Survey Inviting Fans to Help Name Utah’s NHL Franchise

Utah’s NHL jerseys to display UTAH through inaugural season, with full branding featuring the new name to debut for the 2025-26 season

SALT LAKE CITY (May 8, 2024) – Today, 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

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