As cities across the United States compete for the next Women’s National Basketball Association (WNBA) team, the league has subtly signaled its interest in Detroit by filing a trademark application for the name “Detroit Shock” earlier this week. This filing, dated Thursday, sheds light on the potential relocation of the historic franchise name and hints at the league’s decision-making process regarding the location of a new expansion team.
Trademark Filing: Clues to the Future
The application, which pertains to the use of the “Detroit Shock” name for basketball teams, merchandise, jerseys, and signage, suggests that the WNBA may be eyeing Detroit as a possible home for its next franchise. The name, once associated with a successful team based in Auburn Hills, Michigan, raises the possibility that the WNBA is laying the groundwork for a franchise return to the Motor City. The trademark could be seen as a strategic move to protect the name or as a sign that the league is already preparing for an official bid.
The Bid for Detroit
On Friday, Detroit Pistons owner Tom Gores formally submitted a bid for Detroit to host a new WNBA team. Gores, along with a prominent ownership group that includes Detroit Lions principal owner Sheila Ford Hamp, former Detroit Pistons stars Grant Hill and Chris Webber, General Motors CEO Mary Barra, and Detroit Lions quarterback Jared Goff, aims to bring professional women’s basketball back to the city.
“Detroit is a sports town that loves its teams deeply and consistently shows up with unwavering passion,” Gores said in a statement, highlighting the city’s strong sports culture and potential fan base for a WNBA team.
WNBA’s Role in Trademark Filings
The WNBA has not yet responded to CNBC’s request for comment on the trademark application, nor has the Detroit Pistons organization provided additional insights. However, this trademark filing stands out as the only submission from the WNBA since December 2024, according to Josh Gerben, a trademark attorney with Gerben IP, who is not directly involved with the filing.
Unlike most other professional sports leagues, where individual teams own their trademarks, the WNBA controls the rights to all league-related names and logos. This gives the WNBA a unique position in managing the branding and intellectual property for its franchises.
Josh Gerben, speaking to CNBC, noted that the trademark filing may indicate that Detroit’s bid is a serious contender for the next expansion team. “Circumstantial evidence would suggest that this is a winning bid, and they are planning to move forward with this,” Gerben explained.
Protecting the Brand
While the filing strongly suggests Detroit’s bid is gaining traction, it could also be a precautionary measure by the WNBA to protect its intellectual property from potential trademark “squatters”—individuals or entities trying to claim the name for their own use.
Interestingly, a separate trademark application for “Detroit Shock” was filed by an individual named Ryan Reed in July 2023. However, this trademark has yet to be approved, and the individual behind the filing appears to be connected to a women’s basketball league based in Detroit, according to his LinkedIn profile.
The Detroit Shock Legacy
The Detroit Shock was a successful WNBA franchise that played in Auburn Hills, Michigan, from 1998 to 2009. The team won three WNBA Championships in 2003, 2006, and 2008, making it one of the league’s most successful teams during that period. However, the franchise relocated to Tulsa, Oklahoma, in 2009 and continued to operate under the same name until 2015, when they eventually became the Dallas Wings, now based in Arlington, Texas.
WNBA’s Expansion Plans
WNBA Commissioner Cathy Engelbert has confirmed that at least 10 cities have expressed interest in launching an expansion team. The league has not yet announced a timeline for the next expansion, but Engelbert emphasized in October during the WNBA Finals that the league does not intend to rush the process. “We’d like to bring it in ’27 or no later than ’28,” she said in reference to adding a 16th team to the league.
With Detroit’s trademark filing and Gores’ ownership group leading the charge, the city’s bid for a WNBA franchise is clearly gaining momentum. If successful, Detroit could once again become a central player in the WNBA, bringing its rich sports culture and loyal fan base back to the forefront of women’s basketball.
Conclusion
The trademark filing for “Detroit Shock” by the WNBA, coupled with Tom Gores’ bid to bring a new franchise to Detroit, marks a significant step toward the potential return of women’s professional basketball to the Motor City. While the league has not confirmed any official decisions, the filing strongly suggests that Detroit is a leading contender for the next expansion team.
With a high-profile ownership group and the city’s passionate sports fan base, Detroit is well-positioned to re-enter the WNBA. As the league considers expansion plans for 2027 or 2028, all eyes will be on the Motor City as it seeks to revive its championship-winning basketball legacy.