At the press conference last month announcing the Pawsox would be moving to Worcester, the team’s chairman, Larry Lucchino, didn’t sound like he was a fan of WooSox as the club’s new nickname.

Even though Minor League Baseball trademarked WooSox, Lucchino insisted the club’s name hadn’t been decided yet. When someone in the crowd shouted out “WooSox,” Lucchino smiled but seemed to grimace. “That is one candidate,” he said.

There hasn’t been any serious discussion of the team’s name since then, but it seems like Lucchino is fighting a losing battle if he’s set on beating back WooSox. Everywhere you look these days in Worcester, it’s Woo everything.

The Telegram & Gazette has clearly embraced WooSox, particularly the paper’s headline writers. In Friday’s paper, for example, the headline on one story was: ”Worcester says borrowing for WooSox stadium won’t hurt bond rating.”

And the use of Woo as shorthand for Worcester seems to be taking hold. A Google search finds  the Woo Challenge, Woo Moves, and the city is now about to get its own comedy club, called Woo Ha Ha! Opening night is October 18 featuring local comedians Dan Smith and Orlando Baxter. “It shows that the city is growing and that there are a lot of great things happening in the city, and adding this venue is one of them,” Baxter said.

What can you say but woo hoo?

Bruce Mohl oversees the production of content and edits reports, along with carrying out his own reporting with a particular focus on transportation, energy, and climate issues. He previously worked...