(Trent Nelson | The Salt Lake Tribune) NHL Commissioner Gary Bettman and Smith Entertainment Group co-founders Ryan and Ashley Smith announce the new name for Salt Lake City's NHL team, Utah Mammoth, in Salt Lake City on Wednesday, May 7, 2025.
Gary Bettman thought it was a crazy idea.
The NHL commissioner had not overseen any of the league’s teams conduct as wide-ranging a fan survey as Smith Entertainment Group did to find its franchise’s official name. Gathering nearly a million fan votes and keeping the results a secret during the action-packed NHL season was a dizzying prospect.
And yet, the Utah Mammoth was born this week.
“We trusted you to trust the people of this community,” said Bettman, who was at Delta Center for the unveiling. “Everything you’ve tried to do and everything you’ve done has been a mammoth undertaking.”
Mammoth owners Ryan and Ashley Smith acquired the team just over a year ago, and following the team’s inaugural season as “Utah Hockey Club,” a new era has begun. Through the four rounds of fan voting — the last of which occurred at games in February — it was clear what was wanted.
(Trent Nelson | The Salt Lake Tribune) A banner is raised with the new name for Salt Lake City's NHL team, Utah Mammoth, in Salt Lake City on Wednesday, May 7, 2025.
“I think my favorite part was that our fans made it really easy for us. Every single night we were doing the voting, Mammoth just started running away with it,” Ryan Smith said. “For us, it was like, ‘That’s it.’”
The team’s new logo markings, jerseys and rallying call “Tusks Up” have circulated the internet and given the Utah fans an identity to unify around. While traditions were created under the “Utah Hockey Club” name — like the broccoli heads and glitter suits in the Delta Center crowd — the team and its followers have a clearer direction to go toward now.
“I can’t even articulate how exhilarating this last year has been,” Ashley Smith said. “Utah should be proud. We get to go build a culture around this strong identity.”
SEG ran into trademark trouble with what was believed to be the initial favorite name option — Utah Yeti — but quickly pivoted to embrace what is now its permanent brand. It still lends to the glacial, forceful creature that the organization was going for.
(Trent Nelson | The Salt Lake Tribune) Smith Entertainment Group co-founders Ryan and Ashley Smith and NHL Commissioner Gary Bettman announce the new name for Salt Lake City's NHL team, Utah Mammoth, in Salt Lake City on Wednesday, May 7, 2025.
“There was a point where I realized that no matter what identity was chosen, it was going to be insane,” Ashley Smith said. “Utah does things right. I knew whatever the fans decided would be right. And then I knew that SEG would pull it off.”
The franchise’s ability to pull it off surprised even Bettman. Not only were the new name and logos in the works, but SEG is also building the Mammoth a customized practice facility in Sandy, while starting multi-year renovations on the Delta Center to make it suitable for both NBA and NHL viewing.
It has been a busy 13 months since the first handshake between Smith and Bettman.
“As I sit here, I’m having a bit of a deja-vu moment in a good way,” Bettman said. “Every time I come here — and it has happened at least three times in the last 54 weeks — we’re celebrating. And celebrations are fun.”
Bettman mentioned another thing Mammoth fans may be able to celebrate in the future — that is, an outdoor NHL game in Utah.
(SEG) Up-close views of the Utah Mammoth's new home and away jerseys.
The commissioner said he believes the league can “pull all the things together” and that it is on their radar as a future location. These events — like the Winter Classic and Stadium Series — are planned years in advance, but Bettman hinted at the University of Utah’s Rice-Eccles Stadium as a potential host.
The league’s willingness to bring more attention to hockey in Utah partially stems from the early success and interest the state has had.
“There is one thing that we haven’t really had to trust. It was something that we knew, and those in Utah know it, that Utah shows up,” Ryan Smith said. “Utah has shown up at every single part of this process and we couldn’t be more excited. We’re humbled.”
The first round of Mammoth merchandise was released Wednesday afternoon at the Delta Center’s team store. It included hats, hoodies and T-shirts. Jerseys are not available yet, but will be ready by the start of the 2025-26 season — as will a team mascot for home games.
(Trent Nelson | The Salt Lake Tribune) Smith Entertainment Group co-founders Ryan and Ashley Smith and NHL Commissioner Gary Bettman announce the new name for Salt Lake City's NHL team, Utah Mammoth, in Salt Lake City on Wednesday, May 7, 2025.
The Jazz Bear (dressed in a Utah Hockey Club jersey) stood in this year as the naming process endured. However, that will change.
“I think there are a million ways we can go. There were a bunch of people who were dressed up last year. I’m not sure how we’re going to take that,” Ryan Smith said. “ I’ll leave that up to the group — there’s a bunch of fun ideas around what we’re going to call the mascot and how it’s all going to go.”
There is still some work to be done before the Mammoth’s first season with its official name. It seems fans and ownership alike are pleased with the outcome of the highly anticipated reveal, though.
“This entire identity has been chosen by our community. I don’t think people thought we would actually go for it but we did,” Ryan Smith said. “We landed in a spot that we’re pretty excited about and we know that the community wanted because they chose it.”
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