Manitoba Moose
Manitoba Moose is a professional AHL hockey franchise and the primary developmental affiliate of the Winnipeg Jets, serving Winnipeg and Manitoba families, corporate groups, minor hockey teams, and community organizations through tiered season memberships, gameday experiences, sponsorships, merchandise, and youth-focused community programs.
- Company typePrivate
- Founded2015
- HeadquartersWinnipeg, Canada
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Manitoba Moose does
Manitoba Moose is a professional American Hockey League (AHL) franchise and the primary developmental affiliate of the National Hockey League's Winnipeg Jets. The team operates under the legal entity TN Hockey Limited Partnership, governed by Manitoba law, and is owned by True North Sports + Entertainment Limited (TNSE). The franchise returned to AHL play in the 2015-16 season at Canada Life Centre in Winnipeg after a 14-year hiatus, succeeding the original Manitoba Moose that competed in the International Hockey League from 1996 to 2001. The organization is actively operating in the 2025-26 season and is participating in the Calder Cup Playoffs. The team draws on a regional Winnipeg and Manitoba customer base of families, corporate group buyers, minor hockey teams, community organizations, and schools, with an extensive network of sponsorship partners including Canada Life, Tim Hortons, Nissan, Scotiabank, Bell, Wawanesa, SkipTheDishes, Manitoba Liquor & Lotteries, CAA, and Booster Juice.
The franchise monetizes through a tiered ticketing architecture — Full Season Membership (36 regular season + 4 playoff games), Half Season Membership (18 games), 12 Game Pack (four themed packages), Flex 15 (15 undated vouchers), and Mini Plan — augmented by group sales, single-game tickets, merchandise via True North Shop, sponsorships, gameday experiences (birthday parties, High Five Tunnel, Big Ice Challenge, mascot appearances), and ancillary revenue such as scoreboard messages ($50 donation per message to the True North Youth Foundation). Distribution is multi-channel: Ticketmaster e-commerce, in-arena box office, the Winnipeg Jets mobile app with Ticketmaster integration, AHLTV on FloHockey streaming, and 680 CJOB radio broadcasts. Group sales are handled by dedicated in-house representatives with no service fees, and the franchise operates an auto-renewal program with monthly and installment payment plans.
The Moose is embedded in a broader community ecosystem anchored by the True North Youth Foundation, which runs three core programs — Camp Manitou, Project 11 (mental health education), and Winnipeg Jets Hockey Academy (school attendance program) — alongside partnerships with Hockey Manitoba, St.Amant, Kinship and Foster Family Network of Manitoba, Christmas Cheer Board, Siloam Mission, and Camp Quality Manitoba. The team produces original content through MooseTV (YouTube), the In Antlers docu-series, Listen Live radio broadcasts, and a dedicated mobile app section for news, schedules, and statistics. There is no disclosed AI/ML capability, no proprietary technology platform beyond commercial ticketing and streaming integrations, and no public financial reporting; the franchise is privately held under TNSE with no external investors or stock listing.
Manitoba Moose firmographics
Firmographics- Name
- Manitoba Moose
- Legal name
- TN Hockey Limited Partnership
- Website
- https://moosehockey.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Manitoba Moose is a professional AHL hockey franchise and the primary developmental affiliate of the Winnipeg Jets, serving Winnipeg and Manitoba families, corporate groups, minor hockey teams, and community organizations through tiered season memberships, gameday experiences, sponsorships, merchandise, and youth-focused community programs.
- Ownership category
- akta.pro rank
Manitoba Moose industry classification
Industry- Product category
- Professional Hockey Entertainment
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (71121)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Ice Hockey Leagues (MPAKAAAE)
- akta.pro secondary industries
- Team Sports Matches (Club & National) (MPAGAMAB), Ice Rinks & Winter Sports Facilities (MPAKAEAG)
Keywords
Where Manitoba Moose is headquartered
LocationHeadquarters
- HQ city
- Winnipeg
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Manitoba Moose business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Ticket Sales: Revenue from single game tickets, season ticket memberships (Full Season, Half Season), game packs (12 Game Pack, Flex 15, Mini Plan), and group tickets. Season memberships include automatic renewal with various payment plans.
- Merchandise Sales: Sale of Manitoba Moose branded merchandise through True North Shop including jerseys, apparel, and collectibles.
- Sponsorships: Corporate sponsorship agreements with sponsors including Canada Life, Tim Hortons, Nissan, Scotiabank, Bell, Wawanesa, SkipTheDishes, and others displayed on website and arena signage.
- Group Experiences: Revenue from group packages including birthday parties ($35 per person), High Five Tunnel experiences, and premium lounge bookings.
- Scoreboard Messages: $50 donation to True North Youth Foundation for scoreboard message display during games.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Full Season Membership - 36 regular season plus 4 playoff games |
| Subscription | Annual | Half Season Membership - 18 regular season home games |
| Subscription | Annual | 12 Game Pack - Four themed packages |
| Subscription | Annual | Flex 15 - 15 undated vouchers |
| Subscription | Annual | Mini Plan - One prime game plus three flex vouchers |
| Unit Pricing | Pay-as-you-go | Birthday Party Package - Minimum 6 people |
| Unit Pricing | Pay-as-you-go | Mascot Appearance Fee |
| Unit Pricing | Pay-as-you-go | Scoreboard Messages |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Manitoba Moose product offering
Product offeringCore offering
The Manitoba Moose operates as a professional American Hockey League franchise playing 36 regular-season home games plus Calder Cup playoff games at Canada Life Centre in Winnipeg. It sells tiered ticket memberships (Full Season, Half Season, 12 Game Pack, Flex 15, Mini Plan), single-game and group tickets, mascot appearances, scoreboard messages, and merchandise through True North Shop, complemented by community programs (Timbits Intermission Hockey, Big Ice Challenge, High Five Tunnel, Community Zone) and digital content via MooseTV, mobile app, and radio.
Product overview
Manitoba Moose is a professional American Hockey League (AHL) hockey team and the primary affiliate of the Winnipeg Jets (NHL). The organization operates as a multi-product entertainment company offering ticket membership packages (Full Season, Half Season, 12 Game Pack, Flex 15, and Mini Plan), group experiences and events (including Timbits Intermission Hockey, Big Ice Challenge, Minor Hockey Weekend, High Five Tunnel, and mascot appearances), community programs (Hockey Fights Cancer, Stick to Reading, Community Practice Series, Women in Sport Job Shadow, and Community Zone), digital media content (Moose TV video content, Listen Live radio broadcasts, and the Manitoba Moose Mobile App), and merchandise through True North Shop. The team plays home games at Canada Life Centre in Winnipeg, Manitoba.
Differentiator
Problem solved
Functional benefit
Products and services
- Full Season Membership Annual season ticket membership granting access to all 36 regular season home games plus first four Calder Cup playoff home games. Includes 20% Jets Gear discount, 15% food & beverage discount, guaranteed game day giveaways, complimentary AHLTV on FloHockey account, complimentary Winnipeg Jets regular season game, full team autograph session, and Ticket Member Skate access. Targeted at dedicated hockey fans in Manitoba seeking maximum savings and exclusive perks.
- Half Season Membership Annual ticket membership providing access to 18 regular season home games across two package options (Half Season A and B). Includes 15% Jets Gear discount, 10% food & beverage discount, limited edition autographed keepsake, pre-season Winnipeg Jets game ticket, and Calder Cup playoff pre-sale access. Targeted at fans wanting substantial season coverage with flexibility.
- 12 Game Pack Annual flexible ticket package with 12 regular season home games across four themed options — Matinee Pack (2 p.m. starts), Rivalry Pack (classic rivals), Variety Pack (range of teams/promotions), and Canadiana Pack (Canadian opponents). Includes Ticket Swap program and package additionals. Targeted at fans seeking themed game selections with flexible planning.
- Flex 15 Annual ticket package with 15 undated flex vouchers redeemable for any regular season home game. Includes 15% Jets Gear discount and 10% food & beverage discount. Targeted at fans prioritizing game-choice flexibility over fixed dates.
- Mini Plan Entry-level annual ticket package providing access to one of four most popular promotional games plus three flex vouchers. Includes savings over single game tickets, full-team autograph alley access, and member pricing on additional tickets. Targeted at casual fans entering the membership ecosystem.
- Group Tickets Group ticket packages for organizations of 10+ people offering discounted pricing, no service fees, personalized service from Moose ticket sales representatives, and customizable experiences including pre-game dinners, receptions, and meetings. Targeted at companies, community groups, youth organizations, and event planners.
- Birthday Party Package Group birthday party package priced at $35 per person (minimum 6 people) including a game ticket, meal pack option (kids totchos or hot dog with sides), a Manitoba Moose toque for the birthday child, and an LED board feature with the child's name. Targeted at families hosting children's birthday events.
- Timbits Intermission Hockey/Ringette Program allowing young minor hockey and ringette players to compete in a four-minute intermission game during Moose home games at Canada Life Centre. Teams receive complimentary tickets, discounted offers for families, and visits from mascot Mick E. Moose. Targeted at minor hockey associations and youth sports organizers.
- Big Ice Challenge Program enabling minor hockey teams (ages 7-12) and adult recreational teams to play games at Canada Life Centre, either before or after Moose games or on non-game days. Targeted at minor hockey teams and adult recreational leagues seeking a professional-venue experience.
- Minor Hockey Weekend Annual weekend event celebrating grassroots hockey where minor hockey teams receive complimentary tickets with additional tickets available at discounted rates for team bonding experiences. Targeted at minor hockey associations and youth teams across Manitoba.
- High Five Tunnel Premium group experience allowing groups of up to 15 youth to line up in the player tunnel and high-five Moose players as they enter the ice. Presented by CAA. Targeted at youth groups, schools, sports teams, and family birthday packages seeking an up-close player interaction.
- Community Zone Program presented by Manitoba Liquor & Lotteries welcoming groups of up to 20 community members — sports teams, faith groups, volunteers, youth organizations, and registered charities — to every home game. Targeted at Manitoba-based community and charitable organizations.
- Mick E. Moose Mascot Appearances Official Manitoba Moose mascot Mick E. Moose available for event appearances at $60/hour with an additional $0.30/km mileage fee for events beyond Winnipeg city limits. Targeted at event organizers, schools, corporate functions, and birthday parties needing mascot entertainment.
- Scoreboard Messages Scoreboard greeting service allowing fans to display birthday, anniversary, welcome, or congratulations messages during Moose games for a $50 donation to the True North Youth Foundation, with a $30 tax-deductible receipt issued. Targeted at fans seeking personalized in-arena recognition for special occasions.
- Manitoba Moose Branded Merchandise Sale of Manitoba Moose branded merchandise through True North Shop, including jerseys, apparel, and collectibles. Targeted at fans, collectors, and gift purchasers seeking team apparel and memorabilia.
Companies that use Manitoba Moose
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Manitoba Moose technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Manitoba Moose partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core, major and minor.
- True North Sports + Entertainment (TNSE)coreParent company owning and operating the Manitoba Moose as an AHL franchise, also operating the Winnipeg Jets (NHL), Canada Life Centre arena, and True North Youth Foundation.
- Winnipeg Jets (NHL)corePrimary NHL affiliate relationship where Manitoba Moose serves as the developmental team for Winnipeg Jets players.
- Canada Life CentrecoreHome arena of the Manitoba Moose, owned by TNSE. Box Office/Will Call located at street level Gate 1.
- Canada LifemajorMajor sponsor with arena naming rights and website banner advertising. Sponsors Manitoba Moose and Winnipeg Jets hockey operations.
- Tim HortonsmajorPresenting sponsor of Timbits Intermission Hockey/Ringette program for youth minor hockey players.
- CAAmajorPresenting sponsor of High Five Tunnel experience where youth groups high-five players entering the ice.
- Booster JuiceminorPresenting sponsor of Backyard Rink Contest offering prize of Moose player visit to winning backyard rink.
- NissanminorSponsor with website banner advertising presence.
- ScotiabankminorSponsor with website banner advertising, associated with Hockey for All Centre.
- BellminorSponsor with website banner advertising.
- WawanesaminorSponsor with Go Moose Go campaign and website banner advertising.
- SkipTheDishesminorFood delivery partner with website banner advertising.
- GFL EnvironmentalminorEnvironmental services sponsor with website banner advertising.
- Manitoba Liquor & LotteriesmajorPresenting sponsor of Community Zone program welcoming community groups to Moose games.
- McNally Robinson BooksellersminorPresenting sponsor of Stick to Reading literacy program for youth.
- FloHockey/AHLTVmajorOfficial streaming partner for AHLTV providing live and on-demand game broadcasts. Complimentary access included with Full Season Membership.
- 680 CJOBmajorRadio broadcast partner for 23 Moose games per season with pre-game and post-game show coverage.
- Hockey ManitobamajorPartner for minor hockey programs including Minor Hockey Weekend and Timbits Intermission Hockey.
- Kinship and Foster Family Network of ManitobaminorCharitable partner for foster family outreach program with player involvement.
- Christmas Cheer BoardminorCharitable partner for holiday hamper packing volunteer activities.
- Siloam MissionminorChristian non-profit organization in Winnipeg dedicated to alleviating poverty and homelessness. Player volunteers for community breakfast events.
- True North Youth FoundationcoreCharitable foundation with three core programs: Camp Manitou (summer camp), Project 11 (mental health education), and Winnipeg Jets Hockey Academy (youth development).
- Camp Quality ManitobaminorPartner for Hockey Fights Cancer initiative supporting Camp Quality programs.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Manitoba Moose competitors and assessment
Company assessmentDirect peers
- Laval Rocket: AHL franchise and primary affiliate of the Montreal Canadiens, operating in Quebec. Directly comparable as a Canadian AHL team with NHL affiliation, season-ticket membership structure, group experiences, and community programs.
- Calgary Wranglers: AHL franchise and primary affiliate of the Calgary Flames, based in Western Canada. Highly comparable Canadian-market AHL operation with NHL parent, similar tiered ticketing and community engagement programs.
- Belleville Senators: AHL franchise and primary affiliate of the Ottawa Senators, located in Ontario. Closely comparable Canadian AHL team structure, membership ticketing, group sales, and sponsorship-driven revenue model.
- Wilkes-Barre/Scranton Penguins: Long-established AHL affiliate of the Pittsburgh Penguins with a comparable community-rooted, family- and minor-hockey-focused operating model and tiered season memberships.
- Lehigh Valley Phantoms: AHL affiliate of the Philadelphia Flyers operating a tiered membership program, group experiences, and community initiatives comparable to the Manitoba Moose's product mix.
- Hartford Wolf Pack: AHL affiliate of the New York Rangers with a similar subscription-based ticket membership structure and emphasis on community/youth programming.
- Rochester Americans: One of the oldest AHL franchises (Buffalo Sabres affiliate) with a comparable mid-market AHL operating model focused on season memberships, sponsorships, and community engagement.
- Hershey Bears: AHL affiliate of the Washington Capitals with a long-standing AHL brand, tiered ticket packages, group sales, and a similarly deep community/youth-hockey ecosystem.
Broad incumbents
- Winnipeg Jets: NHL parent/affiliate of the Manitoba Moose under common TNSE ownership. Comparable in market and brand DNA but at the higher tier of professional hockey, with broader broadcasting and sponsorship reach.
Others
- Canada Life Centre: The home arena of the Manitoba Moose, owned and operated by parent TNSE. Relevant as the venue infrastructure underpinning gameday revenue and a sponsor-anchor (Canada Life naming rights) comparable to other shared NHL/AHL arena operations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Manitoba Moose social profiles
Digital presenceManitoba Moose financial estimates
Financial estimateRevenue estimate
Valuation estimate
Manitoba Moose leadership team
Management profileNumber of profiles
Profiles3 records
Manitoba Moose funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Manitoba Moose M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Manitoba Moose
What does Manitoba Moose do?
The Manitoba Moose operates as a professional American Hockey League franchise playing 36 regular-season home games plus Calder Cup playoff games at Canada Life Centre in Winnipeg. It sells tiered ticket memberships (Full Season, Half Season, 12 Game Pack, Flex 15, Mini Plan), single-game and group tickets, mascot appearances, scoreboard messages, and merchandise through True North Shop, complemented by community programs (Timbits Intermission Hockey, Big Ice Challenge, High Five Tunnel, Community Zone) and digital content via MooseTV, mobile app, and radio.
Is Manitoba Moose a public or private company?
Manitoba Moose is a private company. It is classified as corporate owned and is currently operating.
When was Manitoba Moose founded?
Manitoba Moose was founded in 2015. It employs 51 to 100 people.
Where is Manitoba Moose based?
Manitoba Moose is headquartered in Winnipeg, Canada, in the North America region.
How does Manitoba Moose make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are merchandise Sales, sponsorships, group Experiences and scoreboard Messages.
Who are Manitoba Moose's main competitors?
Direct peers on record are Laval Rocket, Calgary Wranglers, Belleville Senators, Wilkes-Barre/Scranton Penguins, Lehigh Valley Phantoms, Hartford Wolf Pack, Rochester Americans and Hershey Bears. Winnipeg Jets is listed as a broad incumbent. Canada Life Centre is listed as an others.
Does Manitoba Moose have an API?
No public API is recorded for Manitoba Moose.
What industry is Manitoba Moose in?
Manitoba Moose's product category is Professional Hockey Entertainment. Its primary akta.pro industry code is MPAKAAAE, Ice Hockey Leagues, with a secondary code of MPAGAMAB, Team Sports Matches (Club & National). Its NAICS code is 711211 and its SIC code is 7997.