How the Athens Rock Lobsters Got Their Name

How the Athens Rock Lobsters Got Their Name: A City-Driven Decision That Became a Phenomenon

Athens, GA – When professional hockey arrived in Athens, Georgia, the team’s leadership knew they needed more than just a name—they needed an identity that truly resonated with the city. Rather than selecting a generic team name, Scott Hull, then named Athens Pro Hockey, and Britton Briley, president of Ghost Brands, devised a strategy that would allow the community to choose the name themselves.

Hull and Briley, understanding the deep-rooted culture and passion of Athens, launched a citywide naming contest, ensuring that the team would not just be another franchise in Athens but an integral part of The Classic City.

A Naming Strategy Built on Community Engagement

From the very beginning, the strategy was clear—engage the people of Athens and let them take ownership of their new hockey team. Through a multi-channel PR campaign including local media outreach, social media, email marketing, and partnerships with key Athens stakeholders, the contest quickly became a movement.

“Allowing the city to name the team was always the plan,” said Britton Briley, president & owner of Ghost Brands. “We didn’t just want to be in Athens; we wanted to be a part of Athens. That meant letting the fans decide what identity they wanted to cheer for.”

The results were overwhelming—over 9,000 name submissions and 800+ artwork concepts flooded in over four weeks. The city’s excitement was undeniable, and as the entries rolled in, it was evident that Athens had a strong opinion about what their team should be called.

The Finalists and an Unforgettable Moment

After reviewing thousands of entries, five names emerged as leading contenders:

• The Athenians

• Night Owls

• Classic City Panic

• The Spartans

• Rock Lobsters

Following a rigorous selection process, the final two names—Classic City Panic and Athens Rock Lobsters—were put to a secondary vote. Over the course of two additional weeks, Athens hockey fans cast their votes, but the deciding moment came from an unexpected but legendary source.

The iconic band The B-52s—who originally put Athens, GA, on the map with their breakout hit Rock Lobster—and their label, Crush Malibu Music, publicly embraced the name Athens Rock Lobsters, offering both their support and excitement for the team to carry the name. With national attention, the band’s approval, and a growing surge of enthusiasm from fans, the vote was a landslide victory for the Rock Lobsters.

“The moment the B-52s and Crush Malibu Music endorsed the name, we knew it was a perfect fit,” said Scott Hull, executive president of Athens Pro Hockey (prior to the name being solidified). “Athens isn’t just about sports—it’s about music, culture, and history. The name had to reflect that.”

The Music Scene Connection: Why ‘Rock Lobsters’?

Athens, GA, has a storied history as one of the most influential music cities in America. The city’s legendary venues, such as 40 Watt Club, have been pivotal in launching bands like R.E.M., The B-52s, and Widespread Panic into stardom. By naming the team the Athens Rock Lobsters, the franchise not only honored the B-52s but also paid tribute to Athens’ unparalleled musical heritage.

From the college rock explosion of the 1980s to the vibrant indie music scene today, Athens remains a powerhouse of creativity. The team wanted to acknowledge and celebrate the city's rich history, ensuring that their identity went beyond the rink and became a part of Athens’ cultural fabric.

A Branding Triumph: Ghost Brands’ Role in Bringing It to Life

The successful execution of this strategy wouldn’t have been possible without Ghost Brands, the agency behind the team’s branding, marketing, and advertising. From the earliest days—when no marketing budget was in place—Ghost Brands played a crucial role in building the team’s identity through earned media, grassroots outreach, and creative branding initiatives.

“Without Ghost Brands, this wouldn’t have been possible,” Hull emphasized. “They built the framework for our brand, from the name to the logo to the messaging, ensuring we resonated with the people of Athens from day one.”

In a time when sports teams often launch with pre-selected names, branding agencies, and corporate sponsorships, the Rock Lobsters' organic rise through community involvement and strategic execution stands out as a model for how teams can connect with their cities in an authentic way.

Now in their inaugural 2024-25 season, the Athens Rock Lobsters continue to build upon that fan-first philosophy, with Ghost Brands leading the charge as their agency of record, overseeing marketing, promotions, and continued brand expansion.

One thing is certain—the Rock Lobsters are more than a hockey team. They are Athens.