At the beginning of April the Canadian Premier League filed several trademarks that were discovered on a publicly available government website in what can only be loosely described as a “leak”. Reaction to the names has been strong, with many fans expressing disappointment with the names and even a few at this site getting a bit carried away. With that in mind, I thought I would take a step back and collect some sober second thoughts below.

As a disclaimer, no one should take these as being set in stone. Anyone following Canadian soccer for any length of time can remember when Toronto FC were almost named the Toronto Northmen or Inter Toronto. With so much going on behind the scenes by some great leaders in the business and soccer community, I think a vote of confidence is justified until we see the final results.

My Criteria

Good team names, in my opinion, have three key traits. The first is that their meaning is self-evident, or at least require less than a sentence of explanation. They “fit” for locals without needing a busy infographic to tell you why you should identify with a club. In other words, to bring back your memories of high school English class, symbolism should work without you noticing it. If a symbol or motif needs to stand on a soapbox or beat you over the head, it isn’t very good.

The second is that the name should accurately encapsulate an aspect of the market’s identity and ethos. For example, the Toronto Kangaroos is a pretty self-evident name, but in no way represents Toronto as a city.

The third trait is obvious, locals need to love it. And since it is impossible to please everyone, I think aiming for 50% to like it and 50% being willing to tolerate it is a reasonable goal. A divisive name is rarely a good thing, few will follow a team purely for the name but you certainly risk alienating a segment of the potential fan base before a ball is even kicked with a name that a fraction strongly dislikes.

Now, let’s see how the names trademarked so far stack up.

Calgary Football Club

Criteria 1:

The name is about as self-evident as you can get. If anyone reads “Calgary FC” and gets confused, they were so far out of the target audience that it does not matter anyway.

Criteria 2:

The name certainly represents the city in a literal sense, but it is difficult to argue that any team named “[City Name] FC” captures the city’s ethos. Instead it leaves fans to fill in that gap themselves.

Criteria 3:

On a scale of 1-4 (1 being worst, 4 being best), rate the name "Calgary FC" #CanPL — Kevin Sen (@KevinSenSoccer) April 13, 2018

Within the limits of a twitter poll (only four choices possible), I consider a 4 to be those in the “like” category, a 3 to be on the borderline between liking the name and tolerating it, 2 being on the borderline between tolerating it and disliking it, and those ranking it as a 1 as firmly in the “dislike” category.

With that interpretation, while Calgary FC had a majority negative response, I think it hit relatively close to the mark, with 20% strongly liking the name and a further 55% finding the name at least tolerable on a day when reactions were likely a bit exaggerated.

My opinion:

My opinion does not matter any more than any fan, but it is my article, so I’ll use my soapbox. I like the name, but I also don’t consider it a home run.

Some see “[City Name] FC” as a bland and boring style of naming. While I agree that every team in a league following that naming convention would be drab, I think it presents a respectable name that can act as a blank canvass for supporters. Team names quickly stop being the actual words contained within them, but come to represent the combined memories, experiences, and relationships associated with the team. No one shouting “TFC” at BMO Field is spelling out “Toronto FC” in their head, they are cheering on that thing that they have come to identify with deeply both on and off the field.

For this reason, to me, respectability will always trump innovation when it comes to team names. Boring names only stay boring until the team’s own narrative takes over. However, it is possible there is a name out there that may have been able to represent the city better and become a real home run.

Cavalry Football Club

Criteria 1:

As far as the Canada Soccer grapevine goes, things are pointing towards this name being an alternative option for the Calgary CPL club. After canvassing a half dozen Calgarians, the reaction to the name has ranged from “huh” to “when has Calgary had a real cavalry?”

While we don’t have any official line on the reasoning behind the name, my small sample seems to indicate that the name isn’t very self-evident.

Criteria 2:

Local interpretation seems to be that the name is an attempt to identify with the Calgary Stampede and the cowboy culture that takes over the city once a year, an identity arguably already claimed by the Calgary Stampeders of the CFL. Locals who I canvassed were on the fence whether or not the name represented them well.

Criteria 3:

On a scale of 1-4 (1 being worst, 4 being best), rate the name "Cavalry FC" #CanPL (poll restarted, apparently my phone still thinks it is Easter) — Kevin Sen (@KevinSenSoccer) April 13, 2018

Given the choice of "Calgary FC" and "Cavalry FC" for a Calgary based #CanPL team, which would you prefer? — Kevin Sen (@KevinSenSoccer) April 14, 2018

Cavalry FC did somewhat worse than Calgary FC initially, and there seems to be a strong preference to Calgary FC among survey respondents.

My Opinion:

While this name has grown on me since being leaked, and I think it would ultimately serve the team just fine, it falls a bit flat. It fails to appeal to the traditionalist by following the North American naming convention of using an animal or action as a name, but also seems to be grasping at being the second best horse related name in the city. Whereas Calgary FC provides a blank canvas, I imagine Cavalry FC as a stock name that is a little too lukewarm for most people’s taste. If the choice comes down to Cavalry FC vs Calgary FC, I agree with the survey respondents.

Port City Football Club

Criteria 1:

Presumed to be a possible name for the Surrey-based CPL club, the name is relatively self evident. Canada’s busiest port is indeed nearby and this is not new information to anyone.

Criteria 2:

Whether this name represents the market well has been a heated debate that likely stems from some unknown factors about the team. While most reports indicate that the team will be based in Surrey, it is possible that the team may attempt to represent all of Greater Vancouver, which could make the name quite apt. Even a Surrey focused team with a stadium built at the proposed Bridgeview site near the Fraser River across from Port Coquitlam could make a strong claim to the name. However, a Surrey focused team further inland at the Cloverdale Fairgrounds site may have a more difficult time staking a strong claim to that identity.

Criteria 3:

On a scale of 1-4 (1 being worst, 4 being best), rate the name "Port City FC" #CanPL — Kevin Sen (@KevinSenSoccer) April 13, 2018

Given the choice of "Port City FC" and "BC FC" as the name for a Surrey, BC #CanPL, which would you prefer? — Kevin Sen (@KevinSenSoccer) April 14, 2018

Port City FC had a strong showing, with 18% strongly liking the name and 73% finding the name at least tolerable.

“BCFC”, presumed to be short for British Columbia FC, was trademarked earlier this year by a group thought to be involved in the Canadian Premier League. This name was also hotly debated, and it seems that most respondents would prefer to go with the newer name, though this may be partially explained by the fact that British Columbia residents outside of Greater Vancouver hoping to get a team may not have been a fan of BCFC.

My Opinion:

As an outsider, I was on the fence initially. The name sounds like something Granville Island Brewing would release as a limited run craft beer, which has a certain appeal to much of the soccer loving demographic, but it also seemed to sit as an unhappy medium that was too generic to grab your attention but not generic enough to be a blank canvas. However, with the largely positive response from locals, I think this name stands as one of the stronger names of the bunch.

York 9 Football Club

Criteria 1:

York 9 is a head-scratcher at first glance. Most initial interpretations seemed to have linked the name to Indy 11, and thought that York 9 sounded like a club that always have two players red carded immediately. That said, I will give part marks for having a simple explanation, that York contains nine towns.

Criteria 2:

Does counting up the number of towns within your region accurately encapsulate the ethos of York? Probably not, but as a largely decentralized and diverse community, finding a single theme to represent the area may be a fool’s errand anyway.

Criteria 3:

On a scale of 1-4 (1 being worst, 4 being best), rate the name "York 9" #CanPL #CanPL — Kevin Sen (@KevinSenSoccer) April 13, 2018

Not a strong showing, with 17% liking the name strongly but only 61% finding the name at least tolerable.

My Opinion:

If you’re going to go bold, go all the way. York 9 is not only a break from a traditionalist naming convention, it is also a deviation from the North American naming convention. While I tend to lean towards the more conservative names, I actually love York 9 FC as a fresh and creative name. It is not perfect, and I would not be surprised if there were some fans who are alienated by the name, but one could argue that teams in MLS markets are forced to differentiate from the incumbent. York 9 is about as far away from Toronto FC as you could get, by both focusing on being local and by abandoning the most conventional naming scheme. I like it, and am curious to see how it plays out in the mainstream. Bonus points for having already trademarked a clean crest.

Halifax Wanderers Football Club

Criteria 1:

No one outside of Halifax will get this name immediately, and many within Halifax will be confused at first as well. However, as the stadium is being built at the historic Wanderer’s Grounds that got its name from the athletic club that used the space for a century, it is a fitting name that only requires a brief explanation.

Criteria 2:

The name has the deep historical roots that I wish every CPL club had a chance to have, and carries extra meaning for the Eastern Canada diaspora who often find themselves “wandering” to and from home with the economic difficulties many parts of Eastern Canada has had. From the locals I have spoken with, it seems to have struck a cord.

Criteria 3:

On a scale of 1-4 (1 being worst, 4 being best), rate the name "Halifax Wanderers FC" #CanPL #CanPL — Kevin Sen (@KevinSenSoccer) April 13, 2018

Sports fans are hard to please, and this name has managed to pull off the almost impossible goal of pleasing the majority and being at least tolerable to the overwhelming majority.

My Opinion:

This name is what I had hoped to see across the country for the Canadian Premier League. It is unique yet traditional, connects to the city’s history without feeling forced, and and manages to be hyper local and representative of the wider area in a single breath. It is hard to say this name is anything less than a home run.

Founders Football Club

Criteria 1:

Founders FC is not self-evident. The explanation seems to be three-fold. First, the city of Hamilton is the site of many “firsts” in Canada, such as the first credit union, the first traffic lights, etc. As far as I am aware, this is not common knowledge among Hamiltonians. Second, it is the first CPL club, something that is only known for us nerds paying too much attention to all of this. Third, it seems like a play on “Foundry”, an acknowledgement of the city’s history as a major steel manufacturing centre, which is common knowledge.

Criteria 2:

I have lived in Hamilton for three years, so I feel qualified to say I don’t think the name encapsulates the ethos of the city. Part of that comes down to the difficulty of doing so – Hamilton is very much a divided city undergoing large scale gentrification and has turned away from much of its historic identity, but unfortunately I also think that the idea behind the name is simply too obscure of a factoid to really represent the city.

Criteria 3:

On a scale of 1-4 (1 being worst, 4 being best), rate the name "Founders FC" #CanPL — Kevin Sen (@KevinSenSoccer) April 13, 2018

Given the choice of "Founders FC", "Hamilton United", or "Hamilton Steelers" as the name of a Hamilton based #CanPL team, which would you prefer? — Kevin Sen (@KevinSenSoccer) April 14, 2018

Ouch. Founders FC performed the worst among the names trademarked in April. Two other names were trademarked over a year ago, including “Hamilton Steelers” and “Hamilton United.” While the Steelers performed well, it is worth noting that this poll was not exclusively for Hamiltonians, and the city’s identity as a steel town is controversial among many supporters.

There is a rumour circulating that there is or was a fourth option on the table, though nothing appears to have been made public about this.

My Opinion:

I want to like this name. I lauded the Halifax Wanderers for finding and using deep roots to connect with their city, and it is clear to me that Founders FC is an attempt to do just that. However, it is just too much of a reach for me. I lived in Hamilton for three years, yet I never knew it was the site of Canada’s first phone network, electric street lighting, traffic lights, credit unions, etc. I may not be as dyed in the gold as lifelong Hamiltonians, but I feel as though anything that would encapsulate the city’s ethos well would have been evident to me, or the half of the Barton Street Battalion that are not Hamilton natives. Unfortunately Founders FC did not strike a cord among the Hamiltonians I canvassed, regardless of if they were lifelong Hamiltonians, transplants, Barton Street Batallion members, or colleagues.

Last Word

Despite everything said above, I don’t think teams names are as important as the reaction would indicate. The Toronto Raptors got its name largely from the fact that Jurassic Park was a popular movie at the time. That is a name that should not have aged well, but a couple decades down the line no one remembers that connection, as the words within a team’s name come to mean something entirely different. I do not think there is a name, outside of blatantly offensive or exclusionary names, that will irreparably harm a club in the long term. Poor name choices are, however, a lost opportunity to bring more into the fold early, and community reaction should not be dismissed out of hand.

UPDATE: Since the publishing of this article, the assumption that “Cavalry FC” represents an alternative name for the Calgary CPL club has come into question. We await the official branding before making any judgement calls.

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Kevin Senior Kevin is a final year medical student with a love for the beautiful game. His main distraction from the world of medicine is reading and writing about Canadian soccer, primarily the yet to be launched Canadian Premier League. Ambitions include living long enough to see Canada in the World Cup

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