Why 'Winnipeg Whiteout' Won't Be Name Of New NHL Team

Over the weekend, a report surfaced suggesting that "Winnipeg Whiteout" could be the new name of that city's NHL team. Not the Jets or Manitoba Moose or anything -- but the "Whiteout." If you're thinking that sounds terrible lame and minor league, you're not alone. It does.

So why would somebody think that's the name? Chris Creamer over at SportsLogos.net did some detective work using the Canadian Intellectual Property Office's online database, and found that, to date, the only trademark that's been registered by True North Sports and Entertainment is the "Whiteout." See for yourself right here. 

But will it be the nickname?

I'm inclined to think that no, it won't be the nickname. Creamer mentions the possibility that it might not be the nickname either, but tons of other people have picked up the story and seem to be running with the idea. 

The explanation is simple: True North registered the trademark so they'd be able to use the phrase Whiteout come playoff time, not because they want to name the team that.

Of course, the Winnipeg Whiteout is the long-standing tradition of wearing white to playoff games in Winnipeg. It started in 1987 during a playoff series against the Calgary Flames, and it continued for years after that. It even moved to Phoenix with the team in 1996. Manitoba Moose fans in the AHL have also continued the tradition.

I'm pretty sure this is what's going on here: just a preemptive strike on the trademark by True North, to be sure they own it for when their new team makes the postseason. Considering this is the Atlanta Thrashers we're talking about, the bigger question might be whether or not they'll ever need the trademark. 

UPDATE: Told you so.

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