Madison Capitols Hockey Club (USHL)

What Madison Capitols Hockey Club (USHL) does

The Madison Capitols Hockey Club is a private Tier 1 junior hockey franchise competing in the United States Hockey League (USHL), founded in its modern Tier 1 incarnation in the 2014-15 season and based at Legacy20 Arena, 2616 Pleasant View Road, Middleton, Wisconsin. The organization fields a roster of 25+ players ages 15-20, providing a structured development pathway to NCAA Division I college hockey and professional ranks, with affiliated league relationships through the USHL, NHL, and USA Hockey. Its core offering is live hockey entertainment — single game tickets, season tickets, 10-ticket flex plans (Lower Bowl at $160, Glass at $210 for 2026-27), premium seating, and group tickets — distributed through an owned Igniter Tickets-powered portal.

The business operates four distinct revenue streams: ticket sales (transaction-based), arena hospitality and food & beverage (managed by a dedicated Director of F&B), corporate sponsorships (50+ active partners including Toyota, Coors, Lake Ridge Bank, Alliant Energy, and Orthopedic & Spine Centers of Wisconsin as presenting sponsor), and merchandise sales through the "Caps Closet" operation. Go-to-market combines direct event-driven ticket sales with a community-led engagement layer anchored by the CAPS Club youth sponsorship initiative, the Stick to Reading literacy program (read 3 books, free game entry), Madison Capitols AAA youth hockey development, 50/50 raffle fundraisers, and themed promotions (Star Wars Night, Mitten Toss, Scout Day, Sensory Day, Superhero Sunday). Hockey operations are supported by 25+ staff including an experienced coaching bench led by Head Coach & GM Andy Brandt, Associate Head Coach & Assistant GM Tom Gilbert (former NHL defenseman, 655 games), plus an expanded scouting network covering the Midwest, Northeast, Minnesota, Ontario, Western Canada, New England, and Mid-Am regions, and an analytics and draft advisory function.

Name

Madison Capitols Hockey Club (USHL)

Legal name

Madison Capitols Hockey Club

Website

https://madcapshockey.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

The Madison Capitols Hockey Club is a private USHL Tier 1 junior hockey franchise based in Middleton, Wisconsin, providing a development pathway for 15-20 year-old players to NCAA and professional hockey while delivering live hockey entertainment, youth development programs, and community engagement to Wisconsin-area fans, families, and 50+ corporate partners.

Ownership category

akta.pro rank

Product category

Professional Junior Hockey Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Sports and Recreation Instruction (611620)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Junior hockey team
• Live sports entertainment
• Sports ticketing services
• Hockey player development
• Arena hospitality

Headquarters

HQ city

Middleton

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, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Revenue from single game tickets, season tickets, flex plans, premium seating, and group tickets sold through official ticket portal (tickets.madcapshockey.com). 2026-27 10-ticket flex plans priced at $160 (Lower Bowl) and $210 (Glass).
2. Arena Hospitality & Food & Beverage: Revenue from food and beverage concessions and hospitality services at Legacy20 Arena, managed by dedicated Director of Food & Beverage.
3. Corporate Sponsorships: Partnerships with 50+ corporate sponsors including major brands across beverage, automotive, financial services, hospitality, and local businesses.
4. Merchandise Sales: Sale of team merchandise through Caps Closet merchandise operation.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Madison Capitols operate a Tier 1 USHL (United States Hockey League) junior hockey franchise based in Middleton, Wisconsin, delivering live professional-style hockey games during the October-to-April season at Legacy20 Arena. The team also provides a structured player development pathway for elite amateur hockey players (typically ages 16-20) aiming at NCAA and NHL careers, alongside ticketing, group outings, and corporate sponsorship programs.

Product overview

Madison Capitols Hockey Club operates as a Tier 1 junior hockey team in the USHL, offering live hockey entertainment through single-game tickets, season tickets, and flex plans. The organization supports youth hockey development through the CAPS Club and youth programs at Legacy20 Arena, while engaging fans via themed game nights, the Stick to Reading literacy program, and printable activity content. Additional offerings include group fundraising programs (50/50 raffles, ticket fundraisers) and premium seating experiences.

Differentiator

Problem solved

Functional benefit

Brands

• CAPS Club: Youth hockey community initiative benefiting local youth hockey organizations
• Stick to Reading
• Madison Capitols AAA

Products and services

• Single Game Tickets
• Season Ticket Packages

Quantifiable outcome

• 39 wins and 84 points in 2024-25 season - most in franchise single-season history
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Orthopedic & Spine Centers of WisconsincoreStrategic or Co-development PartnerPresenting sponsor and team physician. Joined as presenting sponsor and team's medical provider prior to 2024-25 season. Provides orthopedic and spine care services to team.
• CoorsminorGTM or Marketing PartnerBeverage brand partnership with logo visibility on partner page.
• ToyotaminorGTM or Marketing PartnerAutomotive partner with Midwest dealership connection.
• Lake Ridge BankminorGTM or Marketing PartnerLocal financial institution partner; presenting sponsor of 'Star Wars Night I Reading Rules' event.
• Alliant EnergyminorGTM or Marketing PartnerEnergy company partner; presenting sponsor of 'Mitten Toss' event.
• Holiday Inn Express & Suites MiddletonminorOthersOfficial hotel partner; recommended accommodation for visiting teams and fans. Located at 8353 Murphy Drive, Middleton, WI.
• Legacy20 ArenacoreOthersHome arena facility operated by Bob Suter. Located at 2616 Pleasant View Road, Middleton, WI. Free parking available.
• USHLcoreOthersMember of the United States Hockey League, a Tier 1 junior hockey league. Affiliated with NHL and USA Hockey.
• NHLcoreOthersNational Hockey League affiliation through league partnership.
• USA HockeycoreOthersNational governing body affiliation for hockey development.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• USA Hockey National Team Development Program: USHL-based Tier 1 program that overlaps with Madison Capitols in the talent pool and league schedule but operates as a national-team development entity rather than a community-based franchise.

Direct peers

• Dubuque Fighting Saints: USHL Eastern Conference Tier 1 team with a similar operating footprint, league-defined schedule, and player-development mandate.
• Sioux Falls Stampede: USHL Western Conference Tier 1 team; while conference-adjacent rather than direct, it shares the same league economics, player draft, and small-market operating model.
• Fargo Force: USHL Tier 1 junior franchise with comparable single-market sponsorship, ticket, and youth-development business model.
• Green Bay Gamblers: USHL Eastern Conference Tier 1 franchise operating from a Wisconsin venue, directly competing with Madison Capitols for Wisconsin hockey talent and fan attention.
• Muskegon Lumberjacks: USHL Eastern Conference Tier 1 junior franchise with analogous revenue mix (tickets, sponsorships, F&B) and player-development focus.
• Youngstown Phantoms: USHL Eastern Conference Tier 1 team sharing the same league schedule, player draft, and developmental pathway economics as the Madison Capitols.
• Chicago Steel: USHL Eastern Conference Tier 1 team operating a comparable business model — ticket sales, sponsorships, youth development — and competing head-to-head for prospects and fans in the Midwest.
• Cedar Rapids RoughRiders: Fellow USHL Eastern Conference Tier 1 junior hockey team that competes against the Madison Capitols for NCAA-bound talent, regional fans, and corporate sponsors in the upper Midwest.

Others

• Madison Capitols AAA / Capitol Ice Arena youth programs: Adjacent youth hockey development programs sharing the Legacy20 venue and coaching staff with the Capitols USHL team; relevant for understanding the franchise's developmental ecosystem rather than as direct competitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/madcapshockey
• Facebookfacebook.com/madcapshockey
• LinkedInlinkedin.com/company/madison-capitols-hockey

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Madison Capitols Hockey Club (USHL)