The Cats Came Back

This might seem like a historical piece abhHL in Augusta, Georgia from 1998 until 2009 in front of rather modest crowds during that era. The Lynx's best season came in 1999-2000 when the team was eliminated in the third round of the Kelly Cup Playoffs, but that history may get a chance to be overwritten by the ECHL's 32nd franchise that will begin play in 2027-28. This new team will be called the Augusta Lynx, but the logo, colours, and branding for these cats will be completely new and wholly separate from the original Augusta Lynx franchise.

Before we get into this new Lynx identity, there's some background that's needed. This new version of the Lynx is owned by former NFL quarterback Tim Tebow and David Hodges, Chairman of 925 Partners. These two collaborated together to bring the Knight Monsters to the southern side of Lake Tahoe, and they'll join forces once again to make this iteration of the Lynx work in Augusta. The team will be managed and operated by Zawyer Sports and Entertainment who has built a massive minor-pro hockey empire in a relatively short time.

As stated, the Lynx failed once in Georgia already as people stopped showing up to games. Every year from 1998-99 until 2005-06, there was a decline in average attendance at Lynx games, and the final four seasons saw them average around 2700 fans. Obviously, that's not going to be anywhere close to being profitable, but it seems that Tebow and Hodges know better than I do. With a metro population of around 611,000 people, there should be enough fans to fill the new 10,500 seat arena currently under construction in downtown Augusta.

Whether or not fans show up for Lynx hockey will be the big question.

A good way to get fans interested in the team is having a good logo, and the logo to the right might just be enough to get casual hockey fans in and around Augusta to buy into this new team! It would appear that the Lynx will play up the "Links" name even more than the previous team by going with the green and yellow colours as the "Lynx" name honours Augusta National Golf Club which hosts The Masters golf tournament every year. The new cat's face on the logo looks more like a lynx does as well, and that playful smirk on the lynx's face should appeal to both kids and adults when it comes to merchandise. This logo is an upgrade over the old one, and that's a good start for this franchise.

The secondary logos seen above are all pretty good as well. Clearly, the lynx face on the left and the wordmark next to it are just the individual pieces of the full logo above, but cat's claw around the state of Georgia is a great secondary logo that likely will be worn on the shoulder of the jerseys. It feels a little like the AHL Bakersfield Condors' talon logo, but I'm not complaining here. The "A" logo on the right seems a little more formal, so we'll see how that gets used.

"We're so excited to bring this team to Augusta and introduce something truly special for our fans," Tebow said on Tuesday. "Our hope is to create an experience that brings families together, builds lasting memories, and reflects the heart of this community."

Co-owner David Hodges seemed to be looking at the bigger picture for Augusta, stating, "Being part of this new chapter in Augusta is incredibly meaningful to us. We're committed to investing in this community and building something that goes beyond the game."

Outside of the logo, there was nothing else shown off by the Lynx today when it came to their brand. The jerseys and mascot will be unveiled at a later date, and the team will announce affiliations and a head coach in the coming months. If you're wondering, the logos above were created by The Barn Creative who, in my humble opinion, did a pretty good job in getting the new Augusta Lynx a brand around which they can build. I may have to get some snazzy merchandise!

The Lynx are back in Augusta beginning in 2027 as the ECHL adds its third Georgia-based team to the map. It's going to take some work to fill that 10,500-seat arena every night, but the branding for the Lynx is the cat's meow! It will be up to Tebow and Hodges to find the right personnel and players to make sure the Lynx are a purr-fect fit and as popular as that big PGA golf tournament is in Augusta, Georgia!

Until next time, keep your sticks on the ice!