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Bloomington Thunder Could Rebrand

Bloomington Thunder

A major rebrand could be on tap for the Bloomington Thunder, as the USHL club is reportedly considering a name change. 

The Thunder’s 2017-18 season will begin on October 7, and a significant shift in identity could be revealed between now and then. A name change is reportedly in the works, and when it is announced may be a matter of when rather than if, as Thunder chief operating officer Brendan Kelly recently told GLT that an announcement could come as early as next week.

For now, the possibility remains that the Thunder could play another season under their current moniker before a new name takes effect, but Kelly says it is on the table for this year or next. More from

One possible name is the Central Illinois Flying Aces. When asked about that name, Kelly declined to say if it was under consideration. However, the domain name was registered in Kelly’s name on July 11, records show. A second team official is also listed on the domain registration.

Kelly said it’s possible that the name may remain the same for another season and change next year. But it’s part of a larger plan to raise attendance and better educate the Bloomington-Normal community on the team and the league it plays in, Kelly said.

“We’re discussing possibly coming out with a new identity to just strengthen our brand and really tell who we are,” Kelly told GLT. “That’s potentially on the table for this year or next.”

Should a rebranding take place, it would be the second notable hockey-related change of late to take place in Bloomington. In June, it was revealed that the Thunder’s home arena–formerly known as U.S. Cellular Coliseum–had become Grossinger Motors Arena.

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