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,

Smith Entertainment Group announced Wednesday that it will conduct another survey to determine the name and branding of its NHL team. Two of the proposed names came from previous surveys, while the third is new. Each name has a corresponding logo and jersey design, which are included in the survey.

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.