whether you like such names or not, they are set to become a bigger part of the sports landscape. When it comes to Major League Soccer or the NWSL, many teams have abandoned animal mascots or ...

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The degree of difficulty in getting the name right for a new sports team is quite high ... idea of inventing something to be embraced by the full market had great appeal to us,” said Steinberg.

One reason for the shift to more generic names is trademark law. As more teams spring up, particularly as interest in women’s sports surges, there are fewer viable mascot names to go around.