Dorsey & Whitney LLP served as lead trademark and brand counsel to Smith Entertainment Group (SEG), helping guide the legal strategy behind the newly launched identity of the organization’s NHL franchise: the Utah Mammoth. From early planning through official announcement, Dorsey played a key role in shaping and protecting the team’s identity, one of the most closely watched branding efforts in recent professional sports history.
Much like the spirit of the team and its fans, the name Utah Mammoth reflects a bold, distinctive identity that stands out in the NHL landscape. Dorsey worked alongside SEG leadership to ensure the final brand choice was both fan-driven and legally sound. “A project like this is both challenging and rewarding,” said Catherine Parrish Lake, the Dorsey partner who led the effort. “We were fortunate to be part of the journey from start to finish and proud to help bring such a meaningful brand to life for Utah and the NHL.”
SEG engaged Dorsey in early 2024 in preparation to welcome Utah’s NHL franchise. The Dorsey team, led by Catherine Parrish Lake and Cathy Dahl, moved swiftly to clear and secure trademarks and logos for use during the team’s inaugural 2024-2025 season. Simultaneously and over the course of the first season, the Dorsey team worked to evaluate permanent name options and develop a long-term global strategy. Dorsey ultimately cleared multiple choices for an identity across 23 trademark classes in key jurisdictions, including the United States, Canada, the European Union, China, the United Kingdom, Switzerland, and Norway. The firm also advised on filing protocols and secured thousands of domain names and social media handles to protect the brand’s digital presence.
In parallel with the legal clearance work, Dorsey advised SEG on fan engagement strategies that supported public input without compromising legal protections. The firm helped to draft the official rules for the public naming contest and to structure surveys and outreach efforts in a way that encouraged participation while maintaining control over trademark viability. This approach allowed SEG to invite community involvement and build excitement around the new identity, all while safeguarding future potential brands from legal and reputational risk.
“Dorsey was an outstanding partner throughout the entire process,” said Sam Harkness, general counsel for SEG. “Their team brought a thoughtful, strategic approach to both the legal and brand challenges, helping us navigate every step with care and confidence.”
The project brought together attorneys, paralegals, and professional staff across multiple offices and practice areas, reflecting the depth of Dorsey’s trademark, sports, and international IP capabilities. In addition to Catherine Parrish Lake and Cathy Dahl, key contributors included Matt Bethards, Jamie Nafziger, Lilian Shi, Bruce Ewing, Fara Sunderji, Troy Keller, Brok Humbert, Louise Sherman, Pamela Kleiner, Jessica Groen, Bethann Finley, Ron Moscona, and Mark Miller.
As the Utah Mammoth prepare to play the 2025-26 season under the new name, Dorsey continues to advise on brand protection and enforcement.