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,

It remains to be seen what the Utah Hockey Club's eventual nickname will be, but it reportedly won't be "Yeti" or "Yetis." ESPN's Greg Wyshynski

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.