The team filed this intent-to-use trademark for professional hockey services and a variety of hockey related merchandise. If this application matures to a federal registration, the St. Louis Blues will be the only hockey team that can use the HEARTLAND OF HOCKEY phrase. Because this application is an intent-to-use application, the Blues will need to file a Statement or Allegation of Use showing use of this trademark in commerce before a registration can be issued by the U.S. Patent and Trademark Office.
That Allegation of Use might be coming sooner rather than later, however. The team is already putting the phrase out there as part of its push to host the 2018 World Juniors Championships. This trademark application follows an announcement in mid-September that St. Louis is one of the three finalists to host the World Juniors Championships. Buffalo and Pittsburgh are also still in the running.