Detroit Red Wings

What Detroit Red Wings does

The Detroit Red Wings are a privately held professional ice hockey franchise and one of the NHL's Original Six, founded in 1926 and headquartered at Little Caesars Arena in Detroit, Michigan. The team competes in the Atlantic Division and has won 11 Stanley Cup championships, the fourth-most in NHL history. Revenue is generated through ticketing (single-game, partial plans, season tickets sold via Ticketmaster), corporate sponsorships and advertising (including a 2026 Bet365 sports-betting partnership with in-arena and streaming integration), merchandise sales through ShopHockeytown.com, and media rights including the team-operated Detroit SportsNet streaming service and NHL broadcast distributions.

The organization operates a vertically integrated sports and entertainment portfolio wholly owned by the Ilitch family through Ilitch Sports and Entertainment, a division of Ilitch Holdings. The portfolio includes the Detroit Red Wings, co-tenancy with the Detroit Tigers MLB franchise, ownership of Little Caesars Arena and 313 Presents, the AHL affiliate Grand Rapids Griffins operating out of Grand Rapids as a player development pipeline, and the Detroit Red Wings Foundation supporting youth hockey, education, and community health initiatives. In 2026 the Ilitch group also led the expansion of the Professional Women's Hockey League to Detroit, making it the only U.S. city hosting NHL, PWHL, WNBA, and NBA franchises at the same venue. Distribution channels include the team's own website, mobile app, Ticketmaster partnership, ShopHockeytown e-commerce, Detroit SportsNet streaming, and broad social media presence on Facebook, Instagram, X/Twitter, TikTok, and YouTube.

The 2025-26 season produced a 41-31-10 record and 92 points, the 10th consecutive season without a playoff appearance. Under General Manager Steve Yzerman (in role since 2019) and retained Head Coach Todd McLellan, the franchise is executing a multi-year rebuild around prospect development and draft capital accumulation, supported by approximately $30.1M in projected 2026 offseason cap space. Notable roster actions include the June 2026 trade of goaltender Sebastian Cossa to Utah for the 23rd overall pick (used to select J.P. Hurlbert) and the trade of forward prospect Amadeus Lombardi to New Jersey for a fourth-round pick. The team is also navigating a formal trade request from captain Dylan Larkin, who carries an $8.7M cap hit through 2031 with a multi-year no-trade clause, against a Centennial (100 Years of Hockeytown) brand cycle intended to reinforce premium product positioning and partnership value.

Name

Detroit Red Wings

Legal name

Detroit Red Wings

Website

https://redwings.nhl.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Detroit Red Wings are a privately held NHL Original Six franchise that operates professional hockey at Little Caesars Arena, generating revenue from ticketing, sponsorships, merchandise, and the Detroit SportsNet streaming service, while developing prospects through the AHL Grand Rapids Griffins and the Ilitch family's multi-sport portfolio.

Ownership category

akta.pro rank

Product category

Professional Hockey Franchise

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industries

Ice Rinks & Winter Sports Facilities (MPAKAEAG), League-Owned Media Networks (e.g., NFL/MLB/NBA/Club Channels) (MPABAJAC)

Keywords

• Professional hockey team
• NHL game tickets
• Hockey merchandise
• Sports entertainment
• Live event broadcasting

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Revenue generated from single-game tickets, 10-game plans, group tickets, student rush, and premium seating experiences at Little Caesars Arena.
2. Sponsorships and Advertising: Corporate sponsorships including naming rights, in-arena signage, broadcast integrations, and partnerships with brands like Bet365.
3. Merchandise and Licensed Products: Revenue from ShopHockeytown.com team store and licensed merchandise including apparel, collectibles, and memorabilia.
4. Media and Broadcasting Rights: Revenue from NHL media rights, Detroit SportsNet streaming service, and broadcast partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Detroit Red Wings are a professional National Hockey League (NHL) franchise that plays home games at Little Caesars Arena, generating revenue from ticket sales, in-arena concessions, merchandise sold through ShopHockeytown, streaming subscriptions via Detroit SportsNet, corporate sponsorships (including a Bet365 partnership), and broadcast/media rights. The franchise also operates a related women's professional team, PWHL Detroit, and runs youth and community hockey programs under the "Hockeytown" brand.

Product overview

Detroit Red Wings operates as a professional NHL hockey franchise offering live game entertainment, streaming broadcasts, arena experiences, and merchandise. The organization encompasses the NHL Red Wings team competing at Little Caesars Arena, the PWHL Detroit women's hockey team, the Detroit SportsNet streaming service, official merchandise through ShopHockeytown, and a mobile application for fan engagement. The team also maintains a comprehensive community outreach program through the Detroit Red Wings Foundation.

Differentiator

Problem solved

Functional benefit

Brands

• Winged Wheel Nation: Official fan membership program for Detroit Red Wings supporters
• Detroit SportsNet
• ShopHockeytown

Products and services

• Detroit Red Wings NHL Game Tickets
• Detroit SportsNet Streaming Service Subscription-based regional sports streaming service delivering Detroit Red Wings game coverage and related programming to fans outside the linear-TV footprint.
• ShopHockeytown Merchandise Store Direct-to-consumer e-commerce store selling officially licensed Detroit Red Wings apparel, jerseys, memorabilia, and team merchandise.
• Bet365 Co-Branded Sports Betting Integration Co-branded sports betting product offering tied to Detroit Red Wings games, delivered through the Bet365 partnership.
• PWHL Detroit Women's Professional Hockey Team Professional Women's Hockey League (PWHL) team in Detroit, presented as a sister property to the Red Wings with shared organizational and venue infrastructure.
• Little Caesars Arena Premium Hospitality & Suites Premium hospitality offerings at Little Caesars Arena, including suites, club seats, and group-event packages for Red Wings games and arena events.

Quantifiable outcome

• Red Wings for Reading program impacted 10,000 students in metro Detroit in 2024-25 season
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Bet365coreGTM or Marketing Partner · 17 April 2026Bet365, a leading global online sportsbook and casino, entered into a sports betting and sponsorship partnership with the Detroit Red Wings as part of its launch in Michigan. The partnership includes in-arena signage, virtual signage, and odds integrations on Detroit SportsNet streaming service. Bet365 became Michigan's 17th legal online sportsbook and casino through partnership with the Little Traverse Bay Bands of Odawa Indians.
• Detroit TigerscoreGTM or Marketing PartnerThe Detroit Red Wings share ownership (Ilitch Sports and Entertainment) with the Detroit Tigers MLB team and co-host events at shared venues. Both teams are part of the Ilitch Holdings portfolio operating out of Little Caesars Arena and Comerica Park.
• 313 PresentsminorGTM or Marketing Partner313 Presents is a Detroit-based entertainment company that co-present events at Little Caesars Arena alongside the Red Wings organization.
• PWHL DetroitcoreStrategic or Co-development PartnerThe Professional Women's Hockey League expanded to Detroit with a new franchise playing at Little Caesars Arena alongside the Red Wings. The Ilitch family and Ilitch Sports and Entertainment are driving the PWHL expansion. Detroit is the only city hosting PWHL, NHL, WNBA, and NBA teams in the same venue.
• Grand Rapids GriffinscoreChannel Partner/ Reseller/ DistributorThe Grand Rapids Griffins serve as the Detroit Red Wings' AHL affiliate, developing prospects for the NHL roster. Players like Sebastian Cossa, Michal Postava, Carter Mazur, and others develop in Grand Rapids before potentially advancing to Detroit.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for Detroit Red Wings tickets, handling single-game sales, season plans, and group ticket transactions through Ticketmaster's platform.
• MeijerminorGTM or Marketing PartnerPartnership between Detroit Red Wings Foundation and Meijer to support community initiatives, including $15,000 donation to Eastern Michigan Hockey Association and youth programs.
• Detroit Red Wings FoundationcoreOthersThe team's charitable arm focuses on community initiatives including education, youth hockey development, health programs, and access to the game through various foundation programs.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Boston Bruins: NHL Original Six franchise with a deep historical Stanley Cup pedigree. Comparable brand-equity characteristics, similar aging-cohort fanbase dynamics, and operates in a similar legacy American hockey market.
• Pittsburgh Penguins: Mid-market NHL team with a similar post-Cup hangover/rebuild arc and a star-anchor-driven commercial model (Crosby analogous to Detroit's reliance on Larkin before the trade request). Comparable in market dynamics and on-ice trajectory.
• Toronto Maple Leafs: NHL Original Six franchise with massive brand equity and similarly historic fan expectations. Although Canadian-owned and larger market, Toronto is the closest analogue for monetizing Original Six brand equity at scale.
• Chicago Blackhawks: Another NHL Original Six franchise based in the U.S. Midwest. Direct competitor in fan base geography (Detroit vs. Chicago rivalry), shared Original Six prestige, similar market-size economics, and a comparable era of post-Cup underperformance/rebuild.
• New York Rangers: NHL Original Six franchise operating out of a major-market arena (MSG). Direct comparator for premium-seat, sponsorship and media-rights revenue profiles among Original Six teams.
• St. Louis Blues: Mid-market American NHL franchise with recent Cup success (2019) and a comparable fan-base size and corporate-sponsorship depth in the Midwest — useful peer for evaluating the Red Wings' local-market revenue ceiling.
• Tampa Bay Lightning: Atlantic Division rival with a recent championship window and star-anchor model (Kucherov/Hedman). Provides direct comparability on divisional gate receipts, attendance trends, and rivalry economics for the Red Wings.
• Montreal Canadiens: NHL Original Six franchise with the most Stanley Cups in league history — the cleanest historical comparable on Stanley Cup count, Original Six culture, and reliance on heritage brand equity.
• Edmonton Oilers: Mid-market NHL franchise anchored by a single transcendent star (McDavid) whose trade request or departure would similarly threaten the franchise's commercial model — a useful forward-looking peer for Larkin-related downside scenarios.

Others

• Detroit Tigers: Owned by the same parent (Ilitch Sports and Entertainment) and co-located across Ilitch Holdings' Detroit venue portfolio. Useful for evaluating shared-operations economics, cross-promotion, and ownership-level capital allocation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/nhl
• YouTubeyoutube.com/user/OfficialRedWings
• Facebookfacebook.com/detroitredwings
• Instagraminstagram.com/DetroitRedWings
• TikToktiktok.com/@detroitredwings
• LinkedInlinkedin.com/company/national-hockey-league

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Detroit Red Wings