Dallas Stars

What Dallas Stars does

Dallas Stars is a privately-held professional National Hockey League franchise that competes in the NHL's Western Conference and plays home games at the American Airlines Center in Dallas, Texas. The franchise relocated from Minnesota in 1993 and operates as DSE Hockey Club, L.P., a Texas limited partnership owned by Tom Gaglardi. The organization fields a competitive roster anchored by star players Jason Robertson (NHL First All-Star Team 2025-26; 45 goals, 96 points), Wyatt Johnston (45 goals, 41 assists), and goaltender Jake Oettinger (eight-year, $66 million contract), and has achieved three consecutive 50-win regular seasons and three consecutive Western Conference Finals appearances from 2023 through 2025.

The franchise operates five core revenue streams: ticket sales (single-game, Victory Club season memberships, partial plans, group tickets), media rights and direct-to-consumer streaming through Victory+ (a free platform operated in partnership with A Parent Media Co. Inc., which achieved 43% year-over-year viewership growth and 8x the NHL average viewership in 2025-26), corporate sponsorships (Delta Dental, Coca-Cola Southwest Beverages, National Life Group, Ticketmaster), merchandise and licensing (via Fanatics and Hangar Hockey), and arena operations including concessions and parking at the American Airlines Center. The organization runs an ancillary community ecosystem comprising the Dallas Stars Foundation (health, education, youth development programs), a network of StarCenters ice rinks across the Dallas-Fort Worth metroplex, and a wholly-owned AHL affiliate (Texas Stars).

In June 2026, the Plano City Council approved a non-binding letter of intent for the franchise to develop a $3 billion arena and mixed-use district at the Shops at Willow Bend mall site in Plano, Texas, with $700 million in public funding via TIRZ bonds, a planned 2028 groundbreaking, and a 2031 opening. Leadership is anchored by CEO Brad Alberts, three-time consecutive Jim Gregory General Manager of the Year award winner Jim Nill (extended March 2026), and head coach Glen Gulutzan (re-hired summer 2025). The franchise serves NHL hockey fans across the Dallas-Fort Worth Metroplex and is actively expanding its direct-to-consumer streaming and community footprint.

Name

Dallas Stars

Legal name

DSE Hockey Club, L.P.

Website

https://stars.nhl.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Dallas Stars is a privately-held NHL franchise based in Dallas, Texas, selling live game tickets at American Airlines Center, direct-to-consumer streaming through Victory+, corporate sponsorships, merchandise, and community programs to fans across the Dallas-Fort Worth metroplex.

Ownership category

akta.pro rank

Product category

Professional Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Team Sports Matches (Club & National) (MPAGAMAB)

akta.pro secondary industries

Sports Venue Operations for Live Games (Stadiums/Arenas) (MPAGAMAG), Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

Keywords

• Professional hockey entertainment
• NHL game tickets
• Sports streaming service
• Team merchandise sales
• Arena hospitality services

Headquarters

HQ city

Frisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from single-game tickets, season ticket memberships (Victory Club), partial plans, group tickets, and premium seating at American Airlines Center, with special events including 2027 NHL Stadium Series.
2. Media Rights & Streaming: Broadcasting agreements with NHL media partners and direct-to-consumer streaming through Victory+ platform, which outpaced NHL viewership averages by up to 8x in 2025-26 season with 43% year-over-year viewership growth.
3. Sponsorships & Partnerships: Corporate sponsorship deals including Delta Dental of California partnership for oral health awareness, Coca-Cola Southwest Beverages for community initiatives, and other arena/naming rights relationships.
4. Merchandise & Licensing: Sales of official Dallas Stars merchandise through Fanatics and Hangar Hockey storefronts, leveraging NHL licensing and team trademark portfolio.
5. Arena Operations & Concessions: Revenue from food, beverage, and merchandise concessions at American Airlines Center, parking operations, and event rentals beyond NHL games.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

The Dallas Stars operate a professional NHL hockey franchise, delivering live game entertainment at the American Airlines Center and broadcasting games directly to fans via the Victory+ streaming platform. The franchise sells tickets (Victory Club season memberships, partial plans, single-game, and group tickets), licensed team merchandise, and arena concessions, while running community programs through the Dallas Stars Foundation and StarCenters ice rinks.

Product overview

The Dallas Stars operate as a professional NHL hockey franchise offering live sports entertainment, game streaming, and community programs. The primary product offering includes Victory+, a streaming platform for game broadcasts, supplemented by arena events, ticket packages, community initiatives, and merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• Victory+: Free sports streaming service partnership for Dallas Stars games and coverage
• Dallas Stars Foundation

Products and services

• Victory+ Streaming Service A free, direct-to-consumer sports streaming service operated in partnership with A Parent Media Co. Inc. that broadcasts Dallas Stars games live and offers on-demand replays and exclusive team content, bypassing regional sports networks. Available via app and web to individual fans globally.
• Victory Club Season Ticket Memberships Premium season-long ticket memberships sold annually to individual fans, providing priority seating, exclusive member benefits, and member-only experiences at American Airlines Center for all Dallas Stars home games.
• Partial Plan Tickets Multi-game ticket packages with flexible scheduling options for fans who want a season-style commitment without a full-season purchase, sold annually through Ticketmaster.
• Group Tickets Discounted bulk ticket packages sold to groups, organizations, and corporate buyers attending Dallas Stars games together, structured as multi-year or annual contracts.
• Single Game Tickets Individual game tickets sold on a pay-as-you-go basis through Ticketmaster at varying price points based on opponent, seat location, and game importance (including special events such as the 2027 NHL Stadium Series).
• Official Dallas Stars Merchandise Licensed team apparel, gear, and memorabilia sold online through Fanatics and Hangar Hockey storefronts and at American Airlines Center, leveraging the Dallas Stars and NHL trademark portfolio.
• Arena Concessions and Event Rentals Food, beverage, and merchandise concessions at American Airlines Center, along with parking operations and event rentals for non-NHL events held at the venue.

Quantifiable outcome

• 43% year-over-year viewership increase on Victory+ streaming platform during 2025-26 season
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• Delta Dental of CaliforniaminorStrategic or Co-development Partner · 12 May 2026Multi-year partnership announced May 12, 2026 to promote oral health awareness among fans and communities across North Texas. Delta Dental gains in-arena visibility, digital activations, and community touchpoints including Fan Cam presenting sponsorship and Dallas Stars Grandparents Group Ticket Initiative. Partnership leverages natural connection between hockey where dental injuries are common and oral health education.
• Coca-Cola Southwest BeveragesminorStrategic or Co-development Partner · 13 April 2026Partnership with Coca-Cola Southwest Beverages to officially open Eastside YMCA of Metropolitan Fort Worth playground, one of Dallas Stars Foundation's most significant community investments. Project includes three fitness areas designed for all ages and abilities, built by Child's Play, providing lasting recreational opportunities for families across DFW area.
• Victory+ (A Parent Media Co. Inc.)coreTechnology or Integration · 1 June 2025Victory+ is the free sports streaming service from A Parent Media Co. Inc. that streams Dallas Stars games directly to consumers. The partnership enabled the Stars to achieve 43% year-over-year viewership growth and 52% playoff viewership surge in 2025-26 season, outpacing NHL in-market averages by up to 8x.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for Dallas Stars tickets, handling single-game tickets, season memberships, partial plans, group tickets, and mobile ticketing through Ticketmaster platform.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Tampa Bay Lightning: NHL franchise with a sustained run of Stanley Cup contention, strong front office, and locked-in core players — closely comparable to the Stars' competitive positioning and cap-management strategy.
• Colorado Avalanche: Western Conference rival and recent Stanley Cup champion with elite young talent (MacKinnon, Makar). Directly comparable given similar on-ice performance tier, market size, and regional rivalry.
• Florida Panthers: Recent back-to-back Stanley Cup finalist operating in a non-traditional Sun Belt market. Highly comparable given similar geographic challenges, growing fan base, and sustained postseason success.
• Vegas Golden Knights: Non-traditional-market expansion franchise that achieved immediate on-ice success. Comparable in challenging the traditional NHL market model and leveraging aggressive front-office strategy.
• Edmonton Oilers: Elite-star-driven franchise with McDavid/Draisaitl cap concentration. Comparable given similar reliance on a small group of high-salaried core players to drive contention.
• Carolina Hurricanes: Non-traditional-market NHL franchise with sustained playoff success, deep analytics-driven front office, and strong direct-to-fan engagement. Comparable in market profile and operational philosophy.
• Nashville Predators: Southern U.S. NHL franchise with similar challenges building hockey fandom in a non-traditional market. Comparable given regional market dynamics and corporate partnership reliance.
• Los Angeles Kings: Major-market Western Conference NHL franchise. Comparable in market size, premium sponsorship inventory, and shared divisional/conference competition.
• Texas Stars: Wholly-owned AHL affiliate of the Dallas Stars. Directly comparable as the franchise's developmental pipeline and shares roster construction, branding, and front-office resources with the parent club.

Broad incumbents

• New York Rangers: Large-market Original Six NHL franchise with a Madison Square Garden premium venue and the league's highest media-rights revenue. Comparable as a top-tier NHL franchise but with materially larger revenue base and historic brand equity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nhl
• YouTubeyoutube.com/dallasstars
• Facebookfacebook.com/dallasstars
• LinkedInlinkedin.com/company/national-hockey-league
• Instagraminstagram.com/dallasstars
• TikToktiktok.com/@dallasstars

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Dallas Stars