Name game: Utah Hockey Club merch could gain value

As far as team names go, "Utah Hockey Club" may be as generic as discount grocery labels from the '80s — but hang onto your gear.

Why it matters: If the team gets a different permanent name as expected , and updates its merch, your Utah Hockey Club shirts and hats and beer koozies could become more valuable.

What they're saying: Fond memories are what drives the market for sports collectibles, said Brahm Wachter, head of modern collectibles for the auction house Sotheby's.

• This season's childhood fans will be tomorrow's collectors, Wachter told Axios.
• "As those kids get older, what they're going to want are the jerseys and uniforms ... that evoke that sense of nostalgia from the first season of this team," Wachter said.

Catch up quick: Sports tycoon Ryan Smith asked fans to vote for a new mascot after he bought the Arizona Coyotes and moved the team to Salt Lake.

The intrigue: "Utah Hockey Club" is a placeholder while Smith finalizes the team name.

• It's still in the running for the official name, but team captain Clayton Keller told NHL.com last month: "It sounds like it's going to be the Yeti, but I don't know."
• If Yeti or another mascot is chosen, that means "Utah Hockey Club" will enjoy the rare privilege of becoming nostalgic without negative baggage , Wachter noted.

The bottom line: Memorabilia might not appreciate a ton between this year and next.

• But "over time, I would expect them to be more collectible," Wachter said.