The Hundred team based at Cardiff could be known as "Western Fire" rather than "Welsh Fire", in an appeal to Gloucestershire and Somerset's fans, ESPNcricinfo can reveal.
Sports law firm Onside Law, the ECB's primary legal advisor, has submitted a trademark application for the name, along with another for "Northern Superchargers", the likely name of the Headingley-based franchise.
The Cardiff-based franchise will be run by Glamorgan, Gloucestershire, and Somerset, and reports that it would have a Welsh identity provoked backlash from the West Country.
Vic Marks, the former Somerset and England allrounder, told BBC Sport: "With my West Country roots I've noted the possibility of Welsh Fire. I've also noted the cast-iron certainty that this will not greatly excite people in Bristol or Taunton.
"As far as the spectators are concerned, I think they do feel a bit alienated in the West Country of England. What they really enjoy is watching those guys play for Somerset at Taunton.
"Maybe it will catch fire in south Wales, I don't know, but I just have this feeling that you will not find any spectators crossing the bridge to watch Welsh Fire playing in Cardiff."
A similar response to the mooted Leeds team name was behind the switch to "Northern Superchargers", though the Evening Standard reported the team is likely to wear a yellow and blue strip, both colours associated with Leeds United Football Club.
It is relevant too that several matches in the women's competition are expected to be held away from the franchise HQs. The changes would avoid the possibilities of Taunton hosting Welsh Fire games, or Chester-le-Street hosting a Leeds Superchargers fixture.
The remaining six team names are likely to be Manchester Originals, Birmingham Phoenix, London Spirit (based at Lord's), Oval Invincibles, Southern Brave (Southampton), and Trent Rockets (Trent Bridge).
When approached for comment, an ECB spokesman said: "Team names will be announced officially in early October, before the men's player draft."