Guardians: New Name, Familiar Look for Cleveland MLB Team After Legal Bumps and Shoves with Cleveland Roller Derby Team

By Mark Sommers and Jessica L. Hannah The Cleveland MLB team recently settled a trademark infringement lawsuit regarding its new team name. The trademark dispute and the team’s rebranding process highlight several strategic decisions for sports brands contemplating a refresh or name change. After more than a century as the Cleveland Indians, the MLB team announced in December 2020 that it would be changing its team name. Following months of speculation and brainstorming, the team reveale