Texas Stars Hockey Club

What Texas Stars Hockey Club does

Texas Stars Hockey Club is the American Hockey League (AHL) affiliate of the NHL's Dallas Stars, operating as a professional development franchise based at H-E-B Center at Cedar Park, Texas. The team's core product is live AHL hockey competition, supplemented by a tiered ticketing portfolio (full season, club season, 24-game and 12-game plans, group tickets, and party suites), a merchandise e-commerce business, and corporate sponsorship and suite-rental revenue. It functions both as a commercial sports-entertainment property for Central Texas consumers and as a contracted development pipeline for Dallas Stars prospects.

The franchise is organized as Texas Stars, Limited Partnership under the DSE Family of companies, with DSE Hockey Club, L.P. (Dallas Stars) as the strategic parent. Revenue is generated through a direct-to-consumer go-to-market — in-arena ticket sales, online sales via Ticketmaster, team store sales through shop.texasstarshockey.com, AHLTV/FloHockey streaming broadcasts, and corporate-partner contracts including a naming-rights deal with H-E-B and category sponsorships with Bud Light, PepsiCo, Baylor Scott & White Health, Texas Children's Hospital, and ATFCU. A downstream player-development relationship with the ECHL's Idaho Steelheads adds further pipeline depth. The organization supports the Texas Stars Foundation, which runs youth hockey, military appreciation, and community outreach programs.

Founded in 2008-2009 and operational at Cedar Park Center (now H-E-B Center) since 2011, Texas Stars won the Calder Cup in 2014. It qualified for the Calder Cup Playoffs for the fifth consecutive season (12th time in franchise history) in 2025-26 and has announced home dates for the 2026-27 season. Revenue is not publicly disclosed; headcount is reported in the 251–500 range.

Name

Texas Stars Hockey Club

Legal name

Texas Stars, Limited Partnership

Website

https://texasstars.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Professional Sports Entertainment

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

akta.pro secondary industry

Team Sports Matches (Club & National) (MPAGAMAB)

Keywords

• Professional hockey games
• Live sports entertainment
• Minor league hockey
• Team merchandise retail
• Arena event hosting

Headquarters

HQ city

Cedar Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Primary revenue stream from game attendance including full season tickets, club season tickets, 24-game plans, 12-game plans, group tickets, and party suites at H-E-B Center at Cedar Park.
2. Merchandise Sales: Team store sales of jerseys, apparel, and memorabilia through the official team store website.
3. Corporate Sponsorships: Partnerships with corporate sponsors including naming rights (H-E-B Center), beer sponsors (Bud Light), beverage sponsors (Pepsi), healthcare partners (Baylor Scott & White, Texas Children's), financial partners (ATFCU), and various other advertisers on team website and at games.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Texas Stars Hockey Club operates as a professional American Hockey League (AHL) franchise playing home games at H-E-B Center at Cedar Park, Texas. It functions as the primary development affiliate of the NHL's Dallas Stars, selling live game tickets across multiple season and group packages, offering official team merchandise through an online store, and earning revenue from corporate sponsorships and arena advertising.

Product overview

The Texas Stars operate as a single-unit professional sports entertainment offering centered on AHL hockey games at H-E-B Center at Cedar Park. The core product is live game attendance, supported by tiered ticketing options including full season tickets, partial season packages (24-game and 12-game plans), group tickets, and premium party suites. Ancillary offerings include the official team merchandise store, a mobile app for fan engagement, and streaming access via AHLTV on FloHockey. The Texas Stars Foundation extends the brand into community programs including military appreciation, children's hospital partnerships (Texas Children's), and youth hockey initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Texas Stars AHL Hockey Games Professional American Hockey League (AHL) games played at H-E-B Center at Cedar Park, serving as the primary development affiliate of the NHL's Dallas Stars. Ticket packages include full season tickets, club season tickets, 24-game and 12-game partial plans, group tickets, and private party suites for individual fans, families, and corporate groups.
• Team Store Merchandise Official e-commerce store (shop.texasstarshockey.com) offering Texas Stars jerseys, apparel, hats, souvenirs, and memorabilia to fans and collectors.
• Texas Stars Mobile App Official Texas Stars mobile application available on iOS and Android, providing fans with game schedules, news, ticket management, and team engagement features.

Quantifiable outcome

• 12th Calder Cup Playoff appearance in franchise history
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• Dallas StarscoreStrategic or Co-development PartnerNHL parent organization. Texas Stars serves as the primary development affiliate for Dallas Stars, providing a professional environment for prospects to develop before advancing to NHL competition. The partnership includes player loans, recalls, and developmental staff alignment.
• H-E-BcoreOthersNaming rights sponsor for H-E-B Center at Cedar Park, the team's home arena. H-E-B is a major Texas grocery chain providing significant venue sponsorship and marketing partnership.
• Bud Light (Anheuser-Busch)majorOthersOfficial beer sponsor of Texas Stars with logo placement and advertising presence at home games.
• PepsiComajorOthersOfficial beverage sponsor (non-alcoholic) with advertising and promotional presence at games.
• Baylor Scott & White HealthmajorOthersHealthcare partner associated with Pink in the Rink breast cancer awareness initiatives and general team sponsorship.
• Texas Children's HospitalmajorOthersHealthcare partner involved with honorary linemate program and pediatric community initiatives.
• ATFCU (Austin Telco Federal Credit Union)majorOthersFinancial institution partner with logo presence on team website and marketing materials.
• Idaho SteelheadsminorChannel Partner/ Reseller/ DistributorECHL affiliate team for player development. Texas Stars loan players to Idaho Steelheads for additional ice time and development opportunities in the ECHL.
• American Hockey League (AHL)coreStrategic or Co-development PartnerLeague affiliation. Texas Stars competes in the AHL Central Division as part of the 32-team professional hockey league that serves as the primary developmental league for the NHL.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Hershey Bears: AHL Calder Cup fixture and primary affiliate of the Washington Capitals; directly comparable as a fellow AHL Central/Division-based professional hockey team with ticket, merchandise, and sponsorship revenue streams.
• Grand Rapids Griffins: AHL affiliate of the Detroit Red Wings, operating out of Van Andel Arena; directly comparable as an NHL-AHL affiliate generating similar ticket, suite, sponsorship, and merchandise revenue from a comparable minor-league market footprint.
• Charlotte Checkers: AHL affiliate of the Florida Panthers, playing at Bojangles Coliseum; directly comparable as a professional AHL hockey organization with ticketing, sponsorship, and merchandise operations paralleling Texas Stars' model.
• Milwaukee Admirals: AHL affiliate of the Nashville Predators competing in the AHL Central Division alongside Texas Stars; comparable in revenue model, ticket structure, and regional sponsorship dynamics.
• Iowa Wild: AHL affiliate of the Minnesota Wild, also in the Central Division; directly comparable in revenue model, ticketing tiering, and NHL-affiliated talent development pipeline.
• Rockford IceHogs: AHL affiliate of the Chicago Blackhawks, Central Division rival; directly comparable in attendance, ticket packaging, and NHL prospect development operations.
• Bakersfield Condors: AHL affiliate of the Edmonton Oilers, playing in a similarly warm/Sun Belt-adjacent market; relevant comparable for testing hockey demand in non-traditional U.S. markets, like Texas Stars in Central Texas.
• San Diego Gulls: AHL affiliate of the Anaheim Ducks operating in a warm-weather market; comparable as a Pacific Division AHL team with similar ticket, sponsorship, and community foundation programs.
• Springfield Thunderbirds: AHL affiliate of the St. Louis Blues; directly comparable as a professional AHL team generating revenue through tickets, merchandise, sponsorships, and group sales.
• Coachella Valley Firebirds: AHL expansion affiliate of the Seattle Kraken playing in a non-traditional, warm-weather California market; relevant peer for hockey demand development and ticket/sponsorship dynamics outside legacy AHL cities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/texasstars
• YouTubeyoutube.com/user/TexasStarsHockey
• Facebookfacebook.com/texasstars
• Instagraminstagram.com/txstarshockey
• LinkedInlinkedin.com/company/texas-stars-hockey-club

Revenue estimate

Valuation estimate

Number of profiles

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 Texas Stars Hockey Club