The Sharks yesterday announced that their parent organization will now be known as Sharks Sports & Entertainment, replacing the Silicon Valley Sports & Entertainment group that was created in '00. The new SSE logo incorporates aspects of the Sharks' mark and includes the team's colors: pacific teal, black and orange (SSE). In San Jose, Eli Segall noted the rebranding "comes about a week after the company laid off a reported 19 employees, many of whom worked" in the now-shuttered corporate merchandise division. Sharks Exec VP/Business Operations Malcolm Bordelon said that SSE "did not want to be affiliated with only the Silicon Valley region." The organization operates the Sharks' HP Pavilion, as well as "recreational ice rinks in San Jose, Fremont and Oakland." SSE also owns and operates the ATP World Tour SAP Open in San Jose and Regions Morgan Keegan Championships in Memphis, as well as the Sharks’ AHL affiliate in Worcester, Mass. (
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