For immediate release

For more information, contact: Joel Silverberg, Director of Broadcasting (865) 525-7825,

The Knoxville Ice Bears are rebranding as the Scruffy City Shiners for Friday’s home game against Fayetteville. In addition to the new team name, the rebrand also comes with a new logo, color scheme, uniforms and team merchandise. Knoxville first received the “Scruffy City” moniker from a Wall Street Journal article in the early 1980s.

“We’re excited to put together a night at the Civic Coliseum that celebrates our city’s rich history,” said Team President and GM Mike Murray. “This has been in the works for quite some time and to see it come together is a great credit to our staff and we’re looking forward to providing a great event for our fans.”

The Shiners will debut their new look with Friday’s home game, set for a 7:35 p.m. puck drop. A live jersey auction for select game-worn uniforms will take place immediately following the game while other jerseys and items will be available on DASH Auction. The rebrand is for one night only.

ABOUT The Scruffy City Shiners: The Scruffy City Shiners organization began in 2002 and was an inaugural charter member of the Southern Professional Hockey League (SPHL) in 2004. As four-time SPHL Champions and five-time regular season champions, the Shiners are an experienced and established organization, offering the city and its visitors a balanced product of highlight-reel hockey, unique and exciting intermission activity and endless fan interaction, presenting the most affordable, family-friendly way to enjoy sports and entertainment. Season, Partial Season and Flex Tickets are now on sale. For more information, visit or call (865) 525-7825.