A playoff series has turned into a full-on identity battle in Salt Lake City—and Utah is making its pitch loud and visible.

When the Utah Mammoth dropped the puck on their inaugural season in 2024, the Vegas Golden Knights already had a foothold in the region, having spent years cultivating a fanbase across Utah. Now, with the two clubs meeting in the Stanley Cup Playoffs for the first time, Utah isn’t just trying to win games—it’s trying to win people over.

On Friday, the Mammoth will stage their first-ever jersey exchange outside Delta Center, inviting fans to trade in Golden Knights sweaters for a clean, logo-only Mammoth home jersey. The offer is simple: first come, first served, no cost attached—just a symbolic reset of allegiance, while supplies last.

“It’s been incredible to see the way Utah has embraced this team from day one,” owners Ryan Smith and Ashley Smith said in a joint statement.

The timing isn’t accidental. The exchange begins at noon local time, just hours before Utah hosts its first-ever home playoff game. The series itself is already simmering, tied 1–1 after the Mammoth stole Game 2 in Vegas with a 3–2 win Tuesday night.

Utah Makes Its Move for the Market

Long before Utah had a franchise to call its own, Salt Lake City existed in a kind of hockey gray area—one the Golden Knights were quick to claim.

From their inception in 2017, Vegas—backed by owner Bill Foley—aggressively pursued a broader regional identity, branding themselves as a team not just for Nevada, but for the entire Mountain West. Broadcast reach through AT&T Sports Network helped extend that footprint, and Utah became a natural extension of their audience.

That strategy paid off. For years, Golden Knights jerseys dotted crowds in Salt Lake City, a visual reminder of a market without its own team.

A Subtle Shift in Allegiance

That dynamic began to change in 2024, when Smith Entertainment Group secured an NHL franchise in the wake of the Arizona Coyotes relocation. Suddenly, Utah wasn’t a secondary market—it was center stage.

Foley, for his part, downplayed the shift at the time.

“We give up Salt Lake City as a secondary territory, but we get Arizona, so we’re OK,” he told KLAS-TV. “We still have our sphere of influence. But we love Salt Lake. We have a lot of fans there.”

That may still be true—but the Mammoth are clearly intent on shrinking that number, one jersey at a time.

Friday’s exchange won’t officially change anyone’s loyalty. But visually, at least, it’s a bold attempt to redraw the map—and in the middle of a playoff series, it adds another layer to an already charged matchup.