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At a time of rapid professional sport team expansion in North America, this study sought to qualitatively explore the perceptions and the expectations for the most recent National Hockey League (NHL) expansion team, NHL Seattle, to understand more about what fans perceived about the brand development process and participation in the team’s fan community nearly a year ahead of the announcement of the traditional brand markers (i.e., team name, logo). Findings suggest that fans are looking for a brand that embodies the authentic Seattle characteristics but wished that there were more touch points from the franchise to be able to engage with the brand (e.g., merchandise, community events). Participants expressed an expectation to transfer fan behaviors from other supporter groups in the region. The implications of these findings as well as the delay in announcing the brand name and logo are discussed.

No name, no logo, no problem?: Examining early fan connections to NHL Seattle