Islanders Unveil Hamilton Hammers Name For AHL Affiliate

The Islanders have given their relocated AHL affiliate a fresh identity with the Hamilton Hammers name. Branding matters in minor league hockey more than people think, because it is part business, part local buy-in, and part trying to make the stopover feel permanent. For an affiliate on the move, the new name is the first real signal that the organization wants the market to treat this team like it belongs.