The norm is to pronounce it by how likely you think you might get yelled at for trademark infringement by a holding company of the assets of an old aircraft company: https://en.wikipedia.org/wiki/Hawker_Siddeley
The name confusion is all IBM's fault.
> Chamberlin and Boyce's first attempt of a relational database language was Square, but it was difficult to use due to subscript notation. After moving to the San Jose Research Laboratory in 1973, they began work on SEQUEL. The acronym SEQUEL was later changed to SQL because "SEQUEL" was a trademark of the UK-based Hawker Siddeley Dynamics Engineering Limited company.
The name confusion is all IBM's fault.
> Chamberlin and Boyce's first attempt of a relational database language was Square, but it was difficult to use due to subscript notation. After moving to the San Jose Research Laboratory in 1973, they began work on SEQUEL. The acronym SEQUEL was later changed to SQL because "SEQUEL" was a trademark of the UK-based Hawker Siddeley Dynamics Engineering Limited company.