After Smith Entertainment Group ran into trademark troubles with the potential “Utah Yeti” name, fans pivoted and adopted Mammoth as their No. 1 choice. And it showed in the polls. Among the ...

All NHL teams conjure up images of ice, but Utah’s new team name goes further by invoking an ice age. Utah Mammoth, welcome to the league. The franchise, which went by Utah Hockey Club this ...

“We’re excited to announce Scripps Sports as the new media partner of the Tampa Bay Lightning,” said Vinik Sports Group CEO ...

What makes a great name for a hockey team? With the Utah Hockey Club officially deciding to be known as the Utah Mammoth last week, we have debated the new name at length here at The Athletic.

Generative artificial intelligence (AI) is rapidly transforming the landscape of sports marketing by enabling hyper-personalised fan engagement, real-time content delivery, and data-driven commercial ...

NASCAR introduced the Chicago Street Race in 2023 as a litmus test to gauge its potential in terms of fan engagement and broadcast numbers. While the street course itself struck a chord with fans ...

During the heyday of NASCAR, which coincidentally was about the time Talladega Nights came out — that was when we hit our peak for fan engagement and crowds at the racetrack. I remember going ...

Adin Hill and Karel Vejmelka signed extensions with the Vegas Golden Knights and Utah Mammoth, so that likely leaves Jake Allen as the best UFA goalie, assuming he doesn’t re-sign with the New ...

Ryan Miller, KSL.com | Posted May 7 - 8:00 a.m. After a 13-month process, featuring multiple rounds of fan voting and trademark issues (not to mention an entire season), Utah's NHL team has a ...