Smith Entertainment Group, which owns the team, said it's no longer pursuing that nickname. "An SEG executive shared that it explored every avenue to make Yeti work but that YETI Coolers,

Utah Hockey Club will not be moving forward with "Yeti" or "Yetis" as its team nickname following rejection by the U.S. Patent and Trademark Office. The team will hold a new in-arena fan vote to pick a permanent name from three finalists.

And then there were three. But how did we get here? The naming of Utah’s hockey franchise — currently known as Utah Hockey Club — has become a dramatic, lengthy process because of copyright issues in seemingly every direction.