A Deep Dive into Team Names and Identities: The Case of the Northern Super League and PWHL‘s Sceptres

The world of sports is not just defined by the athletes showcasing their skills on the field. Team names and logos carry significant weight, serving as a representation of the team’s identity and culture. Recently, an engaging discussion arose around the newly released names and logos for the Northern Super League (NSL) and the contrasting identities crafted by the Professional Women’s Hockey League (PWHL).

Understanding the Power of Names in Sports

Last week, sports analysts Brittany MacLean and Shireen Ahmed took a closer look at the NSL’s inaugural season team names and logos, which will debut next spring. This leads to a pertinent question: What does a name really signify? The consensus seems clear—team names can establish a foundational ethos for a sporting franchise, sculpting narratives and determining how fans engage.

The NSL teams opted for names inspired by Canada’s majestic geography, such as Vancouver Rise, Ottawa Rapid, Halifax Tides, Calgary Wild, and Montreal Roses. While the majority chose to anchor their identity in the locale, AFC Toronto appears as an outlier—an indication of the city’s distinctive character.

In stark contrast, when the PWHL unveiled its team names in September 2023 after an inaugural season sans nicknames, the selections were more abstract and symbolic, reflecting regional significance rather than geographical connections. Names like Minnesota Frost, Boston Fleet, New York Sirens, Victoire de Montreal (Montreal Victory), Ottawa Charge, and the controversial Toronto Sceptres emerged from this branding effort.

The term "sceptre" refers to a symbol of royalty and authority, which opened the door to a larger conversation about the implications such names carry in contemporary society. As fans engaged in discussions online, it was evident that the name "Sceptres" ruffled feathers, as many questioned its relevance and appropriateness in today’s sporting landscape.

Controversy Surrounding the Toronto Sceptres

While the PWHL’s approach was to showcase power and leadership via regal symbols, the immediate public response to the Toronto team name was less than enthusiastic. Social media reactions suggested that many fans felt a disconnect, interpreting the name as a relic of monarchy and colonialism—elements that many would argue do not resonate with the league’s diverse and modern audience.

Dr. Melissa Kimber, a McMaster University professor and hockey player, expressed criticism, emphasizing the nadir of cultural sensitivity surrounding the name, particularly given its relevance to Canada’s National Day for Truth and Reconciliation. Kimber’s insights raise concerns about whether Indigenous communities were consulted in the naming process, given the colonial implications of the term "Sceptres."

Reflecting on Toronto’s historical context—which includes its establishment on Indigenous lands—a sentiment shared by many is that a contemporary women’s league should aim for names that celebrate diversity and empowerment rather than evoking traditional symbols of power linked to an oppressive legacy.

As Dr. Janice Forsyth, a scholar and professor of kinesiology at the University of British Columbia, pointed out, names transcend mere labels. They carry cultural weight and can reinforce narratives that undermine the very progress female athletes and identifiable communities aim to achieve.

Making the Right Choice for Team Identity

The PWHL responded to the backlash, stating that their approach aimed to instill confidence and competitiveness in their identities. However, this assurance did little to quell the discontent brewing among fans. As the name Sceptres proliferated mindshare, the question simmered: Is this the representation that modern female sports players and fans aspire to, or is it a name woven from an outdated fabric?

Adding fuel to the conversation is Boston’s newest NWSL team, aptly named BOS Nation. The rollout was marred by its own marketing mishaps, reflecting a critical need for thoughtful brand identity in women’s sports, as marketing firms failed to resonate with their intended audience and created an entirely different backlash.

The conversations surrounding not only Toronto’s Sceptres but also Boston’s ventures reflect a broader trend in women’s sports. It compels us to inquire who makes these decisions on identities, names, and representations. With varying cultural backgrounds and lived experiences, committees inclusive of marginalized voices may foster creativity and sensitivity far more effectively than traditional marketing approaches.

Engaging with Our Readers

In closing, the trajectory of women’s sports continues to evolve, yet challenges remain. The significance of team names cannot be understated; they are intricately linked to cultural identity, fan engagement, and public perception. As we immerse ourselves in these conversations, I invite readers to reflect on:

• What are your thoughts on the naming strategies for teams like Toronto Sceptres and BOS Nation?
• How important do you think cultural sensitivity is in sports branding?
• Are there alternative names that could better empower or reflect the identities of women in sports?

Let’s keep the dialogue going—after all, true power in sports comes not solely from the stick or the ball; it comes from the people who play, support, and live the spirit of athleticism and expression.