In a significant development for women’s basketball, the WNBA has recently filed a trademark application for the name “Detroit Shock.” This move, which escalated excitement among fans and analysts alike, hints at the league’s serious consideration of reviving a franchise in Detroit. The filing, dated Thursday, indicates that the trademark will encompass various uses including a basketball team, merchandise, jerseys, and potential in-arena branding for televised broadcasts. This action has triggered discussions regarding the future of professional women’s basketball in Detroit, a city that has a storied history with the WNBA.
The Detroit Shock was a highly successful franchise, clinching three WNBA Championships during their tenure from 1998 to 2009. Recognizing the rich legacy of the Shock places the current endeavors of the WNBA in a broader context. Women’s sports are experiencing a renaissance, and the potential reinvigoration of the Shock could not only restore honor to a historic name but also invigorate Detroit’s already vibrant sports culture.
On the heels of the trademark application, Detroit Pistons owner Tom Gores announced intentions to spearhead a group dedicated to bringing a new WNBA franchise to Motor City. This ownership coalition includes prominent figures such as Sheila Ford Hamp of the Detroit Lions, former Pistons stars Grant Hill and Chris Webber, and even noteworthy corporate leaders like Mary Barra, CEO of General Motors, alongside Detroit Lions quarterback Jared Goff. This diverse ownership group symbolizes not just an investment in basketball but also a collective effort to revitalize Detroit’s standing within the sports community.
Gores articulated a passionate sentiment regarding the city’s fervor for sports, underscoring that “Detroit is a sports town that loves its teams deeply.” This sentiment resonates with the expected demographic appeal of a new WNBA team. Women’s sports, in particular, have captivated urban centers, with increasing attendance and viewership exemplifying a burgeoning support for female athletes.
Josh Gerben, a trademark attorney, provides insights into the implications of the trademark filing. Unlike other professional leagues where individual teams manage their own trademarks, the WNBA holds the rights to all team names and logos. This centralization ensures that the league can retain control over its branding while protecting itself from potential intellectual property disputes arising from opportunistic entities—often referred to as “trademark squatters”—seeking to capitalize on the league’s success.
Gerben expressed intrigue regarding the timing and nature of the trademark application, viewing it as circumstantial evidence indicating that Detroit may indeed be the league’s choice for expansion. However, he also notes the levity in interpreting the trademark filing as a preventative measure against misuse rather than a fixed commitment to re-establishing the franchise.
The WNBA is currently evaluating potential locations for the expansion of its league, with at least ten cities showing interest in hosting new franchises. As affirmed by WNBA Commissioner Cathy Engelbert, there is a timeline aiming for the introduction of the 16th team by 2027 or 2028. Beyond Detroit, cities such as Cleveland, Kansas City, Philadelphia, Houston, and Nashville are vying for the opportunity, illustrating the growing interest in women’s professional basketball across the country.
The competitive landscape for a new franchise reflects the successes and expansions seen in other professional sports leagues, particularly as women’s sports gain traction in terms of popularity and media coverage. A new Detroit Shock could symbolize not only an homage to past accomplishments but also a franchise signaling a hopeful future for women’s athletics.
As developments unfold, Detroit stands at the cusp of potentially welcoming back a beloved team. The franchise’s legacy, coupled with the momentum building across the league and community support, positions Detroit as a formidable candidate in the expansion race. As the WNBA navigates the complexities of establishing new franchises, the return of the Detroit Shock may reaffirm the league’s commitment to fostering an environment where women’s sports thrive, enriching the cultural fabric of Detroit and informing the aspirations of future generations of female athletes.