MOOSIC, PA (November 7, 2026) – A new name is echoing through the Pennsylvania woods as the Scranton/Wilkes-Barre Highlanders proudly unveiled their new identity at a community celebration this afternoon at PNC Field.
The brand debuted during The Adventure Begins Fall Festival, presented by the PA Army National Guard, marking the start of a new trail for the Triple-A affiliate of the New York Yankees. This journey celebrates the hardworking people, scenic landscapes, and storied baseball tradition that have defined Northeastern Pennsylvania for nearly four decades.
The SWB Highlanders name carries a dual meaning rooted in both place and baseball history. It reflects the NEPA terrain, where PNC Field sits surrounded by wooded hills, trails, and the natural beauty that shapes life in the Scranton/Wilkes-Barre area, while also honoring the earliest identity in Yankees history. The New York Highlanders played at Hilltop Park in Manhattan’s Washington Heights from 1903 to 1912 before the franchise adopted the Yankees moniker. Just as the Highlanders became the Yankees more than a century ago, today’s SWB Highlanders are becoming tomorrow’s Bronx Bombers.
“We are ecstatic to usher in this new era of Scranton/Wilkes-Barre baseball,” stated Shawn Reilly, the SWB Highlanders Team President & General Manager. “We gravitate towards our love of NEPA’s terrain, its activities, and, most definitely, its people. All those fans who love where we live and enjoy every aspect that Northeastern Pennsylvania has to offer. And historically, before they were the Yankees, they were the Highlanders. Once again, you are a Highlander before you are a Yankee!”
SWB’s rebranding comes as Minor League Baseball continues to evolve, with clubs across the league embracing bold and distinctive identities to celebrate local culture, bring more energy to the ballpark and strengthen their connection to the communities they serve. That momentum mirrors what has been happening at PNC Field, where fan interest has continued to grow behind an expanded entertainment calendar that has included events such as Banana Ball, enhanced game-day production, and a refreshed promotional schedule designed to improve the fan experience. With their new identity, the Highlanders plan to build on that energy and continue elevating a ballpark atmosphere that keeps fans coming back all year long.
“The Highlanders identity is rooted in the people who make this place special,” Reilly continued. “This identity also is an opportunity for us to really embody what Minor League Baseball is all about through fun, memorable experiences for families and fans that bring the community together.”
The SWB Highlanders identity takes its cues from the place it calls home. Close to the mountains, water, and loyal people who have been showing up together for generations, PNC Field stands as a cornerstone of the Lackawanna County community. That connection to place becomes the foundation for the team’s new visual identity, setting the stage for the characters and marks that bring the Highlanders to life.
At the heart of the new identity is a new club mascot, a yet-to-be-named bear who encapsulates the Highlanders' spirit. The bear wears a classic cap featuring a bold “H,” carries a hiking backpack, and is never far from his trusted walking stick – a well-worn wooden bat that reflects both the game he loves and the terrain he explores. Equal parts ballplayer and trail guide, he represents strength, curiosity, and a welcoming spirit for fans of all ages at PNC Field. The new mascot will be named prior to the start of the 2027 season. CHAMP, the franchise’s longtime mascot, will remain to entertain fans as well.
“The Highlanders identity captures something truly authentic about this region and this franchise,” said Pat Battle and Peter Freund, Executive Chairman and CEO, respectively, of Diamond Baseball Holdings, which owns the club. “It connects the legacy of Yankees baseball with the pride and natural beauty of Northeastern Pennsylvania in a way that is fun and exciting, and we can’t wait to see fans embrace it.”
The Adventure Begins Fall Festival at PNC Field was a free, family-friendly celebration that featured food trucks, craft and domestic brews, live music, a petting zoo, kids’ activities, and special guest appearances from Yankees legend Tino Martinez, Yankees broadcaster Michael Kay, and three-time MLB Manager of the Year Joe Maddon, a Hazleton-area native. Following the reveal of the team’s new name and uniforms, a drone show capped off the festivities above PNC Field.
The SWB Highlanders can be found on all major social media platforms. On Monday, the official website of the franchise will be swbhighlanders.com. The main telephone number will not change: (570) 969-BALL (2255).
For more information about the Highlanders and future events, visit swbhighlanders.com.