The Women’s National Basketball Association secretly submitted a trademark application this week for the name Detroit Shock as communities all around the nation compete for the next club.
According to the petition, which was dated Thursday, the proposed purpose is for a basketball team, jerseys, merchandise, and in-arena signage that might be shown on radio or television. It might provide hints about the league’s final choice regarding where to locate a new club.
Tom Gores, the owner of the Detroit Pistons, made a proposal on Friday to have a new franchise move to the Motor City. Gores would lead the ownership group, which also includes Sheila Ford Hamp, the major owner and chair of the Detroit Lions; former Detroit Pistons players Chris Webber and Grant Hill; Mary Barra, the CEO of General Motors; and quarterback Jared Goff of the Detroit Lions.
In a statement, Gores added, “Detroit is a sports town that loves its teams deeply and consistently shows up with unwavering passion.”
CNBC’s request for comment on the trademark application was not immediately answered by the Detroit Pistons or the WNBA.
According to Josh Gerben, a trademark lawyer at Gerben IP who is not involved with the particular file, the WNBA’s latest trademark application is the only one the professional women’s basketball league has submitted since early December.
“The WNBA owns the rights to all names and logos for the league’s franchises, unlike other professional sports leagues where individual teams own their own trademark filings,” Gerben said.
Gerben told CNBC that there is circumstantial indications that [Detroit’s] bid is winning and that they want to proceed with filing that trademark registration.
But according to Gerben, the league may also use the application as a defense against squatters or other parties attempting to utilize the name.
In July 2023, a person by the name of Ryan Reed submitted a second trademark registration for the Detroit Shock, although it has not yet been accepted. On LinkedIn, a person with the same name who is allegedly based in Detroit claims to be the founder of a women’s basketball league.
From 1998 until 2009, Auburn Hills, Michigan, was home to the Detroit Shock, a WNBA franchise. Three WNBA titles were won by the franchise in 2003, 2006, and 2008. The team relocated to Tulsa, Oklahoma, in 2009, and they remained there until 2015. They now play as the Dallas Wings in Arlington, Texas.
At least 10 cities have indicated interest in starting an expansion team, according to WNBA Commissioner Cathy Engelbert, who made this announcement during the WNBA Finals in October.
We are not in a great hurry. In reference to adding a 16th team, Engelbert stated at the time, “We would like to bring it in on the 27th or no later than the 28th.”
The following cities are attempting to introduce women’s professional basketball to their city: Cleveland, Kansas City, Philadelphia, St. Louis, Houston, Austin, Nashville, and Milwaukee.
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