Angels and Spirit Are the Two Leading Names for a Hornets’ Rebrand

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Published: May 3, 2012

Hornets 247 has acquired information that points to the Angels and Spirit as the two leading names in the event of a rebrand.

Recent filings to the Louisiana Secretary of State list both “The New Orleans Louisiana Angels, LLC” and “The New Orleans Louisiana Spirit, LLC” as reserved names. There are also additional filings reserving logo’s for both names. Additionally, the city for all four filings is listed as Metairie, where the New Orleans Saints are headquartered and registered.

There had been talk about both of these names since Tom Benson bought the team and the filings seem to confirm that.

There are no filings for names like “Brass” or “Krewe” as far as we’re aware.

In his introductory press conference, new owner Tom Benson stated that he would like to change the name of the team saying, “You’ve got to know we’re working on it. We’d like to change it tomorrow. We have not gotten that approved, but we’re not letting up on it, either.”

The rebranding process does not happen overnight, and cannot officially occur until Benson is approved as the new owner by the NBA’s Board of Governors, however Benson is getting a head start. Once he is approved as the new owner, expect the decisions on a rebrand to come quickly.

About the timing for a rebrand: Normally, this takes around 2 years once you get your ducks in a row, plus it requires a multi-million dollar fee to the NBA, plus the expenses of the rebrand itself. Even the Nets who just changed the locale part of their team, not the nickname, were subject to this following Prokhorov’s purchase of the team.

The Sonics-Thunder rebrand happened much more quickly. This proves that a rebrand in short order is possible if prepared. Even in this case, however, their rebrand was limited at first, with their mascot Rumble being unveiled mid-season (against the Hornets, in fact), for instance. This was also necessitated by the outcome of the lawsuits that pried the team from Seattle while leaving their history behind.

This settlement was reached on July 3, 2008, with the rebrand announced two months later. Benson is expected to be approved by the end of the month, and the legislative session ends just after, so there is even more time to get a Hornets rebrand done for this coming season if dispensation can be granted as part of the sale. If not, it stands to reason that the franchise could get a compromise done to rebrand next offseason, so the newly rebranded franchise will host the All-Star game in 2014. If not, we will tip off the 2014-2015 NBA season with out new digs if Benson can get the paperwork in this Fall.

About the Spirit: The Spirits of St. Louis is a most curious franchise. It was one of the Final ABA franchises, but it did not become part of the NBA. Rather, the owners were bought out for a certain share of TV money from the other ABA teams. To this day, the owners collect millions in TV from those teams. Yes, the Spurs, Nets, Pacers, and Nuggets pay these people every year. So, to get that name, it may require more than a NBA approval, depending on what actually remains of the Spirits. The ABA’ers may support the move and help to plug this leak in their finances, but this will take some doing.

Spirit is not Spirits, but if it is close enough in the eyes of some, the nickname can be taken off the table due to similarity. It all depends on the residual spirit of the Spirits.

Angels does not have this problem, despite the MLB team of the same name. Panthers, Rangers, Kings and Giants are other examples of the same nickname being used in at least two U.S. sports leagues.

We’ll be updating as we get more information.

180 comments
Kevin
Kevin

"New Orleans Ballers" should be added to the list

edward
edward

I don't really care for the spirit but angles have a good ring to it but new Orleans sinners would be better new Orleans saints &new Orleans sinners same owner two teams saints &sinners

Robert Mason
Robert Mason

New Orleans Voodoo personifies what new orleans is based on two teams with the same name can work(both in new orleans and play in the same arena) and the colors and mascots are badass perfered going to the graveyard better than the bee-hive so my vote is for voodoo

kevin L
kevin L

1. New Orleans Spice 2. New Orleans Flavor 3. New Orleans Pride

spqr
spqr

Brass or Krewe fits New Orleans. Spirit? Boring. Angels? Retread.

Anthony
Anthony

Spirit is ok. another good name would be BAYOU

Mike Bales
Mike Bales

Oh and spirit is what you have for a team that sucks. As in "our team didn't win but we have SPIRIT" Nobody needs to remind the Saints or their fans to have spirit when they're making a playoff run.

Mike Bales
Mike Bales

1. B I G C H I E F S 2. Phantoms 3. Zombies. (picture huge jersey sales Worldwide) 4. Loup Garou (picture huge jersey sales in south Louisiana and everyone else in the country scratching their head...WhatInTheHellIsThat??

Vernon
Vernon

New Orleans Flash

Chris
Chris

Get rid of the Voodoo and take that name and logo!!! It looks way to cool to be with an AFL team

Josh
Josh

Both Spirit and Angela are terrible. My recommendations: 1. Blackjacks 2. Phantoms 3. Vampires 4. Lafittes 5. Swamp Cats 6. Zombies 7. Loup Garou My personal favorite is Loup Garou. What is it? A Cajun werewolf check it out.

Josh
Josh

Both names are TERRIBLE!!!!! My recommendations: 1. Blackjacks 2. Phantoms 3. Cajuns 4. Swamp Cats 5. Lafittes 6. Loup Garou 7. Blue Dogs (someone else mentioned that one) Loup Garou my personal favorite. What is it? The Cajun werewolf. Perfect

Xhavit
Xhavit

The spirit and angles suck. If they can not pry the Jazz from Utahs hands then why not be the New Orleans Demons. It would go well with Thr Saints (since it seems like Benson wants to incorporate that into the renaming) and it fits well with the way New Orleans is projected by outsiders of Louisiana (how we are he city of sinners and being named the sinners is just horrendous) Just my input, but I'll support the team no matter what they are called

da ThRONe
da ThRONe

How can you condemn the name "Sinners" and then turn around and suggest "Demons"? I think New Orleans is more synonymous with sinning than demons. I know Vegas is "Sin city", but people have been coming to the Big Easy to indulge in their vices since before Vegas was even a city.

Hornet Seantonio
Hornet Seantonio

Sad thing is we don't need a rebrand anyways, all we need to do is Win. Look at the saints, every second rate fair weather fan will tell you they were die hard Saints forever blah blah blah "my dad and i since the blah blah" long story short the saints didnt get 1 1000000000 of the cheddy they are gettin since the super bowl and over half these die hards couldnt give 2 shits about the saints prior to the super bowl. Screw a rebrand lets just put a quality product on the court,its hard for anybody to get behind a team who has marco belinelli as their starting shooting guard

da ThRONe
da ThRONe

Do we need to rebrand absolutely not. Will a rebrand(if done properly) be good for the local fan base and generate some easy revenue dollars in apparell sells for Benson yes. Since winning isn't as easy as changing the name, and in my opinion we are at the earliest 3 years away from being the caliber of team that can have that type of success, changing the name will give "fair weather" fans a raise to support the team during this rebuild.

Hornet Seantonio
Hornet Seantonio

Im feelin that 42. All the rebrand can do to me is upset me, so if done right I couldn't care less. but that being said angels and spirit are no where near "done properly"

Jason Calmes
Jason Calmes

I think a rebrand is riskier than most lay oit. "If done properly" is the most important thing. Big ol' if. I talked with Thunder and Wizards bloggers about their rebrands... they were not happy with the names at first and aren't loving them. Ultimately, I didn't get the feeling anyone cares The need is overblown and is largely fueled by sniveling lazy complainers who will continue to complain more than support regardless. Some truly care. For many its a novelty to discuss. For some, it's one of many excuses.

Hornet Seantonio
Hornet Seantonio

Been a die hard Hornets fan since the move from charlotte, my license plate says Hornet if this damn name change associates us with the Saints or heaven forbid changes our colors to black and gold im walking. These 2 names are downright horrendous, the only names ive heard i could remotely get behind were Buccaneers, Pirates and Voodoo. Buccs wont work cuz saints fains hate tampa and there is already the mill bucks, I dont see why pirates wouldnt work and we could throw in some John Lafitte action. The voodoo would work and who gives a turd about takin the name of an arena football team. The krewe is horrible, the pelicans are poon

Mike_T
Mike_T

New Orleans Spice

CESAR
CESAR

NEW ORLEANS MAMBO OR THE NEW ORLEANS RIVER RATS

Harrison
Harrison

Or how about New Orleans Tigers, Whatever the name, the colors should be Gold and Black

Harrison
Harrison

New Orleans Rising Suns New Orleans Congos New Orleans Indians New Orleans Swamp New Orleans Bayou New Orleans Crawfish New Orleans Alligators New Orleans Cajuns New Orleans Mardi Gras New Orleans Zydeco New Orleans Pelicans New Orleans Catholics New Orleans Pirates New Orleans Fire

LouisianaCajunFighter
LouisianaCajunFighter

Those names fit with the Saints name and I like them. I don't care what the name is as long as we do not keep the Hornets name give it back to Charlotte.

N.OSpiritIsNice
N.OSpiritIsNice

Nice names I like them a lot I don't care what the name is get away from the NC/SC name it sucks having another areas name when it does not represent us at all.

mark
mark

i'm not even from NO and those names are ridiculous. crawfish. there. done. the New Orleans Crawfish. it's local, it's perfect. might be a lil d league-ish, but it's super local and has history behind it. spirit and angels are LAME. best of luck from boston!

chiefyoungblood
chiefyoungblood

the margin for success when it comes to rebrand is so small , this shit is wack

Joe
Joe

I'm a former Charlotte Hornets fan and i'm getting pumped up for the chance for ***cats to change their name to the Hornets, and as a neutral I don't like the Spirit or the Angels. The Knights and Dukes sound better to me. Good Luck NO and may both Cities win!!!

N.OAngels188
N.OAngels188

I like the names and feel that Hornets does not represent this area nor does it represent anyone other than Charlotte. Let them have the name back the media has been clamoring for this for awhile. Charlotte Hornets this and Charlotte Hornets that TOM BENSON GIVE US A NAME THAT ISN'T TIED TO ANOTHER CITY.

Andrew denenea
Andrew denenea

New Orleans Chocolates?(chocolate city ...jk) I think we should take a name that is essential to Utah and trade them for the name or the New Orleans essence

RMM
RMM

How about New Orleans Indians. The logo and mascot could be based around the Mardi Gras Indians. It's something unique to the city. I'm also a fan of Brass. It's one way to get Jazz back, and it reminds of the "it takes brass balls to sell real estate" monologue from Glen Gary Glen Ross. We could use some brass balls in the fourth quarter. I think the brand should appeal to the city, but I think it also has to make sense nationally and internationally. People from other places want to pull for New Orleans, and a bad name would weaken that goodwill. Spirit is such a weak name because any city could make a case for why they have spirit. It's a lame pep rally cry. A name like Krewe would take too much explanation for everyone outside of the city. You could make the same argument for Indians... I'll stop.

jordan
jordan

the team name should be jesters. who cares if it is the soccer team for new orleans. Jesters would be a perfect name to represent new orleans.

Everett
Everett

I finally figured it out. The New Orleans Rebirth. Just like the second line band. Put a bunch of horns and drums in the logo. Also it's a subtle reference to overcoming Katrina. Have Benson annually donate a small percentage of profits to local music nonprofits. That's it, stop the contest now. We have a winner!

Paul
Paul

I always thought that Breakers would be a good name for a basketball team, but I still prefer the Hornets!

Eman5805
Eman5805

May as well tack on Arc(h) to Angels if that's the direction they're going.

MD43
MD43

Here in Aus we had the Sydney Spirit at one stage. The name was universally panned and the team lasted one season (it died due to a number of other factors too). Angels has what to do with New Orleans except for the fact the Saints? Already used and hardly original. As said before, they both sound like WNBA names. And personally I hope we just stay as the Hornets.

JP!
JP!

These 2 are terrible. I like the Hornets but can happily live with a change...just not these. I also don't care to part with our SWEET "Creole Blue" color.

Tajar
Tajar

It should be the New Orleans Brass.

sundance
sundance

Grifters Wildcats Phoenix ...Beads?

Mark
Mark

I want three certain NBA teams to be the Utah Bobcats, the Charlotte Hornets and the New Orleans Jazz. All presently have out-of-place nicknames.

Bubba
Bubba

Louisiana Legend, with a werewolf as a logo...play on the Rougaroux tale that has been told for years. This could be a fun and unique especially with the Twilight movies that are so popular now.

ALTON TURNER
ALTON TURNER

The NEW ORLEANS SOUND could be as big as the LOS ANGELES LAKERS. How does that sound?

Trackbacks

  1. […] new name of our local NBA team, and there's nothing too local in the works so far. According to Hornets 247, the Secretary of State already has “The New Orleans Louisiana Angels, LLC” and […]

  2. […] harder for local fans to support the team. For instance, an ESPN affiliated web site reported the New Orleans Spirit and New Orleans Angels were the clubhouse leaders to become the team’s new […]

  3. […] the New Orleans Hornets Angels(?) get the ball rolling with their unanimously anticipated selection of Anthony Davis with the first […]

  4. […] Recently, Jake Madison reported that Spirit and Angels were names under consideration by the new ownership. […]

  5. […] to this reference.  As to the rest of the name, “New Orleans Spirit” is one of the leaders in the clubhouse for new owner Tom Benson(who also owns the Saints)’s anticipated rebranding of the Hornets. […]