I'd put my SHL Franchise in New York City as it is a relatively untapped market. While Buffalo and New England are nearby, Their sports markets have always been mostly separate from each other, and its unlikely New York SHL fans would have a hard time switching to rooting for their new hometown team. I would probably look to have either a patriotic name, such as the Liberty, or maybe one based on New York being the "Empire State". For the logo , I would try to utilize one of the cities major landmarks, such as the statue of liberty. The colors would be more complicated because the red, white, and blue color scheme is already in use by Baltimore, however I'd still be inclined to use it. maybe we would use some different shades if we had to. The goal song would be the chorus in "New York State of Mind" by Jay Z.

I realized after I quickly typed this out that I forgot about Manhattan, but fuck it im keeping it. its a good thing i'm not an expansion GM lol.