WNBA Files Trademark for ‘Detroit Shock’ as City Submits Bid for Expansion Team
The league holds the rights to all franchise names and logos, unlike other professional sports leagues where teams file their own trademarks.
As cities across the U.S. compete for the next Women's National Basketball Association (WNBA) expansion team, the league has quietly filed a trademark application for the name "Detroit Shock," signaling potential interest in bringing a team back to the Motor City.
The filing, submitted Thursday, specifies that the trademark would be used for a basketball team, merchandise, jerseys, and in-arena signage that could appear in TV or radio broadcasts. This move provides possible insight into the league’s plans regarding the location of a new franchise.
On Friday, Detroit Pistons owner Tom Gores officially submitted a bid for the city to host the next WNBA team. The ownership group, led by Gores, also includes Detroit Lions principal owner Sheila Ford Hamp, former Pistons stars Grant Hill and Chris Webber, General Motors CEO Mary Barra, and Detroit Lions quarterback Jared Goff.
“Detroit is a sports town that loves its teams deeply and consistently shows up with unwavering passion,” Gores stated.
The WNBA and Detroit Pistons did not immediately respond to CNBC’s request for comment on the trademark application.
According to trademark attorney Josh Gerben, who is not involved in the specific filing, this is the only trademark application the WNBA has submitted since December. Unlike other professional sports leagues, where individual teams are responsible for their own trademark filings, the WNBA retains control over all names and logos related to its franchises.
Gerben speculates that the trademark application is a strong indication that Detroit’s bid is competitive. “Circumstantial evidence would suggest this is a winning bid, and they are planning to move forward with it,” he told CNBC. However, he also noted that the application might be a strategic move by the WNBA to prevent others from attempting to use the name.
In July 2023, another trademark application for “Detroit Shock” was filed by an individual named Ryan Reed, though it has yet to be approved. Reed, based in Detroit, claims to be the founder of a women’s basketball league, according to his LinkedIn profile.
The Detroit Shock were originally based in Auburn Hills, Michigan, from 1998 to 2009, winning three WNBA Championships during that time (2003, 2006, and 2008). The team relocated to Tulsa, Oklahoma, in 2009, and continued to play there until 2015. The franchise now competes as the Dallas Wings, based in Arlington, Texas.
At the WNBA Finals in October, Commissioner Cathy Engelbert revealed that over 10 cities had expressed interest in obtaining an expansion team. “We’re not in a huge rush,” Engelbert said, adding that the league is aiming for a 16th team by 2027 or 2028.
Other cities, including Cleveland, Kansas City, Philadelphia, St. Louis, Houston, Austin, Nashville, and Milwaukee, are also vying for a spot in the WNBA’s future expansion.