It Was Always One Name

I had a chuckle today as a co-worker lamented over Connor Hellebuyck's situation in my office. His proposal was that the Jets are now the laughing stock of the NHL thanks to Kevin Cheveldayoff's inability to facilitate a trade with any number of teams, and this poor asset management will lead to more heartbreak for Jets fans like him. I can't say he's wrong, but his proposal that the Jets should apply for a new team name as the "Jokes" made me laugh before it got the old gray matter churning as we almost had a minor-league version of the Jets before the Atlanta Thrashers headed north.

Back in the summer of 1996, the IHL approved the relocation of the Minnesota Moose to Winnipeg as current Jets' owner Mark Chipman had bought the IHL franchise. Of course, a new league and team in town generates excitement, and one of the ways to get fans involved early is to run a "Name the Team" contest. We already knew the Moose were coming to Winnipeg with that name, so did Chipman need to run this contest? Apparently, the correct answer is yes.

On Friday, March 1, 1996, the newly-relocated IHL franchise in Winnipeg took out a half-page advertisement in the Winnipeg Free Press to run their "Name the Team" contest. This is that ad.

There was a pretty cool grand prize for whoever had their entry selected as flying to Chicago to see the Wolves and Moose play on Air Canada with a friend would be pretty fun despite the game being played in Rosemont as opposed to Chicago. Nevertheless, a free trip is awesome and getting to watch live hockey always makes it better.

However, I want to point your attention to the actual "Name the Team" entry portion of the advertisement where two of the names seem very familiar if you're a Winnipeg hockey fan of any kind.

The team went ahead and proposed two names that they didn't own nor held the trademarks for by printing "Winnipeg Jets" and "Winnipeg Warriors" as two of their more popular names. The Jets had just moved to the Arizona desert to become the Coyotes while the Warriors left Winnipeg in 1984 to become the Moose Jaw Warriors. As far as I can tell, neither the Coyotes nor the Moose Jaw Warriors had given permission to Chipman et al. to use those names for his team.

Had one of those names been selected by fans, it's likely that Mark Chipman would have had to negotiate the rights for those names since they belonged to those franchises, but history tells us that the team went with "Manitoba Moose" which seems like the name that requires the least amount of work to trademark. After all, the team once was the Minnesota Moose, and the original Moose logo literally was just modified to say "Manitoba" rather than "Minnesota".

What makes this rather unbelievable to me, however, is that Mark Chipman, current owner of the Jets, proposed that name for the Moose who were the first professional hockey franchise he owned in Winnipeg. It feels like the name "Jets" was always going to be the name of a pro hockey team if one returned to Winnipeg, and, in 2011, we found out that the NHL team that moved from Atlanta would indeed be called "Winnipeg Jets". It's almost like Chipman wanted that name and wasn't going to let anyone else have it!

I want to be clear that "Jets" isn't a bad name in any way, but it seems like, with the advertisement above, that Mark Chipman would someday own a professional hockey franchise called "Winnipeg Jets". He may have missed out on having that dream achieved in the IHL in 1996, but he certainly didn't miss again in 2011 when he bought and relocated the Atlanta Thrashers franchise. And had the fans opted for that name and the NHL had given up rights to that name, we may now be talking about the fourth iteration of the Jets after they played in the WHA, the NHL, the IHL, and back again in the NHL.

Until next time, keep your sticks on the ice!