The Colorado Avalanche have the 22nd-best name in the NHL, according to a fan-writer poll published in The Athletic.
All right, so the ranking wasn’t very scientific and it’s certainly debatable. But the argument for the lower-ranking name is its relative plainness to it. In fact, the piece offers this insight into the low score for “Avalanche”:
"The Avalanche ice tie-in is nice, but loses points for being singular and named after a natural disaster."
The natural disaster reference is something that doesn’t sit well with the authors. It’s like the Carolina Hurricanes which are named after a highly destructive force of nature. And, that’s where I disagree with the rationale behind ranking “Avalanche” so low.
Sports teams’ names are supposed to infuse fear in their opponents. They are mean to intimate others. It reminds me of a conversation I had years ago about the Maple Leafs.
During a game, someone asked me what team I was cheering for. I replied, “The Maple Leafs.”
Their reply was funny and accurate when you think about the apparent logic to it. This individual said, “Maple Leafs? That’s not very intimidating. You can just blow them away.”
(Incidentally, the “Maple Leafs” name comes from a heroic Canadian military unit.)
Well, I suppose you could take that joke and run with it. But the point is that intimidating team names are a staple of North American sports franchises. While that’s not something that happens in Europe, it’s something that defines teams in the NHL, MLB, NBA, and NFL.
As for Avalanche, the name is unique in the sense that’s singular. That’s why I disagree that making a team name singular is a drawback. Going with singular team names puts an unusual twist on traditional team names which are typically plural.
Would have I preferred a different team name?
That’s a really tough question. It’s worth pointing out that the first Colorado-based hockey team was named the Rockies. That franchise eventually became the New Jersey Devils with the Rockies becoming a baseball team.
At this point, I don’t think fans could envisage a different name for the Avalanche. But in an alternate universe somewhere, the Avalanche exists under a distinct brand identity.
The Colorado Avalanche weren’t always the Colorado Avalanche
Back in the day, the Colorado Avalanche were known as the Quebec Nordiques. For younger NHL fans, the name most likely doesn’t ring a bell.
Growing up, I recall the Nordiques being one of the league’s worst teams. They joined the NHL in 1979 following the merger with the WHA. They had a division win during therefore 1965-86 season but lost in the first round. During their time in the league, the Nordiques made it out of the first round just once.
The historically bad team arguably hit its lowest point when Eric Lindros refused to play for the Nordiques after the team drafted him first overall in 1991. The animosity was so bad that he didn’t even put on the jersey. I recall Lindros politely grabbing the jersey, tucking it under his arm, and walking off the stage.
Lindros, as is well known in Avalanche lore, as the centerpiece that led to the Avalanche’s 1996 Stanley Cup run. But it wasn’t because he played for the Avalanche, it was because the trade that sent him to the Philadelphia Flyers laid the foundation for Joe Sakic’s team to win the Cup.
Anyhow, when the Nordiques failed, the team was moved to Colorado. According to the Avalanche’s Wikipedia page, the original team name was “Black Bears.” However, the winning name had been “Rocky Mountain Extreme.” Oh boy…
After the Denver Post leaked the name, fan backlash was so bad, the team name had to be changed to something less controversial. So, “Avalanche” became the moniker for the Colorado-based hockey team.
At this point, other names like “Extreme” or “Blizzards” just don’t have the same ring to them. Perhaps today’s younger generation might have been more receptive to “Extreme.” But then again, that’s highly debatable.
I would encourage readers to do a thought experiment and visualize what the Avalanche would look like under a different identity. I suppose the on-ice product would have remained the same.
But instead of the Colorado Avalanche winning the 2022 Stanley Cup, it would have been the Rocky Mountain Extreme.
Well, if we have the Utah Hockey Club this past season, why not the Rocky Mountain Extreme? Maybe there is an alternate universe where that name stuck.
If anyone has a time machine, please check it out and let me know. I’d be happy to write about it.