“Wowza, it’s the Hammer, baby. It’s the Hammer,” Hamilton Mayor Andrea Horwath announced on stage at TD Coliseum on Thursday, after admitting she wasn’t sure how her words would be received.
The crowd cheered and clapped.
The city’s new American Hockey League (AHL) team revealed its name – the Hamilton Hammers – during a news conference at the arena, where they will start playing in October.
Many people came out for the event, including kids from local hockey teams like the Hamilton Steel and Burlington Bulldogs, along with members from minor hockey associations in Stoney Creek, Thorold, Flamborough, Chedoke, and Kitchener.
In late March, the AHL board of governors approved moving the Bridgeport Islanders from Connecticut – their home since 2001 – to Hamilton without any opposition.
The team’s colors will stay orange and blue.
The logo represents “the strength, grit, and togetherness of the community, showcasing both the city’s steel-working history and the spirit of hockey,” according to Oakview Group, which renovated and manages the downtown arena along with the New York Islanders who own the Hammers.
The AHL consists of affiliate teams that act as development platforms for player prospects for each NHL team.
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The AHL and TD Coliseum announced Hamilton Hammers will be the name of the new NHL farm team coming to Hamilton this fall. Alan Fuehring emceed the event featuring Hamilton Mayor Andrea Horwath second from right. (Justin Chandler/CBC)
Online reactions have been mixed regarding both name and logo choice for Hammers.
On r/Hamilton reddit community threads, users called it generic and too obvious.
CBC Hamilton asked Nick De Luco-the general manager of TD Coliseum-about this lukewarm reception; he expressed hope that people’s opinions about it would improve over time.
“I honestly think it really hits locally,” he said. “I know it’s a bit on-the-nose but I believe that brand identity combined with those Islanders colors is distinctively unique. I think it’s a name fans can support.”
Matt Lupal from Queer Hockey Hamilton previously shared with CBC his approval of adopting Hammers as a team name after hearing an Islanders-affiliated company had secured its trademark.
“With Hamilton being recognized as ‘the Hammer’, it’s perfect for marketing this team while putting us back on map within pro hockey,” he texted Thursday upon discovering their new identity. “I can already envision headlines after games.”
Lupal mentioned his hopes that American rapper MC Hammer might perform “Here Comes The Hammer” during one big game.
“Sounds kinda cheesy,” Lupal acknowledged; “but fits well with branding strategy which seems smart to me.”
New PWHL Team Coming To The Arena Too
Training set for Harry Howell Twin Pad Arena in Flamborough
The Hammers will practice at a renovated Harry Howell Twin Pad Arena located in Hamilton’s Flamborough area. “For our players and their families, it will be cool,” said Mitchell Payne, general manager of Wentworth Gryphins-a senior Triple-A hockey club based at that arena-when he spoke to CBC Hamilton earlier this month. “We’re really excited to see what they do there and maybe learn a bit from how they operate.” Horwath noted that investments made in upgrading the arena will benefit the city for years to come.New PWHL Team Coming To The Arena Too
Kelly Cheeseman-president of New York Islanders-shared thoughts with reporters suggesting that Hamilton presents an excellent market due its proximity allowing easy travel between here & NYC when needed by players or officials liaising directly with NHL squad.
He added there might also arise rivalry opportunities against Toronto Marlies down road.
AHL president Scott Howson expressed excitement seeing another Canadian franchise join league especially locating within city where he’d resided happily few years ago.
“I believe we can successfully establish this franchise into prominent status.”
Sometime between noon – 1:30 pm today , Hammers updated website showcasing fresh branding alongside announcement stating “ puck drops ” happening October.
TD Coliseum also welcomes upcoming new PWHL squad based in Hamilton starting autumn per earlier May 14 announcement. Venue expects releasing schedules shortly over summer months ahead concerning both leagues.
Accordingly through site , arena currently taking deposits toward private suites plus “premium” seating options while advertising season tickets available now. Tom Pistore – Oakview Group Canada president stated during news briefing today most premium AHL seats already sold out reaching nearly 95 percent occupancy level!
De Luco estimated single-game ticket prices around $30 each!
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