You read that right. Earlier on Sunday we broke the story that the new name for the Winnipeg Jets would be the Winnipeg Whiteout, especially since the Winnipeg Sun was reporting on the trademark registration (though they weren’t the first). Well in fact it was pure speculation and likely wrong that we released our story (and yes, there has always been a disclaimer on the story reporting the likelihood of it’s falseness).
If you look carefully you’ll notice the disclaimer is there “What do you think. Well heck, wouldn’t the above be an amazing story?” right down at the bottom.
“We apologize to our readers and fans of the NHLs return to Winnipeg and especially fans of the Winnipeg Jets,” Marshall Stevenson, co-founder of WinnipegWhiteOut.com stated. “Hopefully this will help.”
Based on our further speculation on the trademark registration we actually feel that True North Sports and Entertainment (TNSE) will announce the team name and return of the Winnipeg Jets. While it’s true they’ve registered the trademark they we think it’s really just to protect a Winnipeg tradition…the whiteout experience of a home game.
To back up our claim and regain ourselves as credible please look at the Vancouver Canucks Trademark. The name is trademarked as “Vancouver Canucks.” They also have the name “Canucks” trademarked as well. You’ll notice when you do your homework that the only trademark they have on “Whiteout” is as such or with the space “White Out.” Thus making it much more likely that it is not trademarked for use of their team name but for general use at Ice hockey games.
To go further when you look into you’ll find that Winnipeg Warriors is trademarked by Moose Jaw Tier 1 Hockey since 1981 and the Winnipeg Falcons is still trademarked to Hockey Canada since 2005, though it’s been stated they wouldn’t stop a Winnipeg team from using the name.
We all know by now that the NHL does own the Trademark to the name Winnipeg Jets and is willing to let TNSE use it for free. The term “Jets” by itself is not registered as part of the NHL name, so again it’s highly unlikely that just because TNSE registered the trademark “Whiteout” that it will be used in any shape or form as a team name.
To go one step even further the trademark Whiteout is the only one you can find registered to that owner. MTS Centre is registered to MTS, so if TNSE really wanted to register a team name, I don’t think we’d find out until it was already announced.
Based on this speculation on trademark registration, we actually feel that TNSE will announce the team name and return of the Winnipeg Jets. While it’s true they’ve registered the trademark we think it’s really just to protect a Winnipeg tradition…the whiteout experience of a home game.
As with any article surrounding the name of the team this is pure speculation. The fans are clear on their intent to have the team known as the Jets, however with many names available there’s plenty of opportunity for a different name.
Much to our surprise, overall reaction to the team being named Winnipeg Whiteout was split.
Again, we’d like to say sorry. We pride ourselves on reporting quality information and in this case our instincts and sources were wrong. Or were they?
UPDATE: June 6, 2011 @ 9:30 Please see our open letter of apology.