People are still going to buy, still come to games, all the good stuff. Even you. It's not like a name of a venue or something, it's a name of a team
It could definitely affect the amount of stuff people buy. I know that I, personally, will be less inclined to buy a generic color scheme with Pelicans written all over it. I'll just grab one of the numerous red, navy, or gold shirts out of my closet and head out. I know that it won't make or break the franchise, but it is naive to imply (as my #1 fan Mickey did) that it will not have any effect.