Birmingham Bulls
The Birmingham Bulls are a privately-held professional hockey team in the SPHL, owned by Bham Hockey Club LLC and based at the Pelham Civic Complex in Pelham, Alabama. They sell tickets, merchandise, sponsorships, and streaming content to local fans, families, and corporate partners in the Birmingham-Pelham market.
- Company typePrivate
- Founded2017
- HeadquartersPelham, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Birmingham Bulls does
The Birmingham Bulls are a privately-held professional hockey franchise competing in the Southern Professional Hockey League (SPHL), the third tier of U.S. professional hockey, and playing home games at the Pelham Civic Complex in Pelham, Alabama. The franchise is owned by Bham Hockey Club LLC and is the current iteration of the Bulls brand, which originally existed in the World Hockey Association from 1976 to 1978 before being revived as a minor-league expansion entrant in 2017. The team operates within a small professional sports footprint: a lean front office of roughly 10-15 staff plus a coaching group led by three-time SPHL Coach of the Year Craig Simchuk, who also serves as General Manager.
The Bulls' core product is professional hockey entertainment, delivered through a home schedule at the Pelham Civic Complex (capacity approximately 3,500 for hockey), away games, and associated game-day experiences. Underlying technology and distribution components include a Ticketmaster-integrated ticketing system for single-game, season, group, and luxury suite sales; an online merchandise store; a team mobile app; and a streaming partnership with FloHockey for live game broadcasts. The team does not develop proprietary technology beyond standard sports-operations tooling and has no disclosed AI, data, or software platform.
The business model is a multi-stream professional sports revenue stack: ticketing (single-game from approximately $13, group $12-18, season and luxury suites at higher tiers), merchandise sales, corporate sponsorships organized into gold, silver, and bronze tiers with 50+ partners for 2025-26, in-arena concessions and game-day add-ons, and broadcast/streaming revenue. Customers are individual sports fans and families in the Birmingham-Pelham metropolitan area, corporate group buyers and sponsors, and a small out-of-market audience reached via streaming. The franchise also runs a community-engagement program aligned with 12 nonprofit partners, which functions more as goodwill and brand reinforcement than as a paid revenue channel.
Birmingham Bulls firmographics
Firmographics- Name
- Birmingham Bulls
- Legal name
- Bham Hockey Club LLC
- Website
- https://bullshockey.net
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Birmingham Bulls are a privately-held professional hockey team in the SPHL, owned by Bham Hockey Club LLC and based at the Pelham Civic Complex in Pelham, Alabama. They sell tickets, merchandise, sponsorships, and streaming content to local fans, families, and corporate partners in the Birmingham-Pelham market.
- Ownership category
- akta.pro rank
Birmingham Bulls industry classification
Industry- Product category
- Professional Hockey (Minor League Sports Entertainment)
- NAICS
- Sports Teams and Clubs (711211)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Team Sports Matches (Club & National) (MPAGAMAB)
- akta.pro secondary industry
- Sports Community Relations & Grassroots Program Management (MPAKAKAJ)
Keywords
Where Birmingham Bulls is headquartered
LocationHeadquarters
- HQ city
- Pelham
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Birmingham Bulls business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain, Others
Revenue model
- Ticket Sales: Revenue from single-game tickets, season tickets, group tickets, flex ticket packages, and luxury suite rentals. Season tickets offer lowest per-game cost with exclusive perks including early entry, priority playoff access, meet & greets, and merchandise discounts.
- Corporate Sponsorships: Partnership opportunities including dasher boards, giveaway item sponsorships, in-game promotions, specialty jersey sponsorships, social media promotions, scoreboard advertising, website/mobile app promotions, and lobby table/booth activations.
- Merchandise Sales: Official merchandise sold through team shop including jerseys, apparel, and specialty items. Auctions and raffles conducted through third-party platform.
- Game-Day Experiences: Premium game-day add-ons including scoreboard messages ($30 personal, $150 business), fan experience packages, jersey off his back auctions, and specialty promotions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Silver Group Tickets - $12 per person |
| Unit Pricing | Pay-as-you-go | Gold Group Tickets - $18 per person |
| One time/ perpetual license | Pay-as-you-go | Personal Scoreboard Message |
| One time/ perpetual license | Pay-as-you-go | Business Scoreboard Message |
| Subscription | Annual | Flex Tickets - 7 game vouchers |
| One time/ perpetual license | Pay-as-you-go | Single Game Tickets |
| Unit Pricing | Pay-as-you-go | Parking |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels11 records
Birmingham Bulls product offering
Product offeringCore offering
The Birmingham Bulls operate as a professional ice hockey franchise in the Southern Professional Hockey League, hosting home games at the Pelham Civic Complex & Ice Arena. Their core offering centers on live game attendance, with tiered ticketing (single-game, season, flex, group, luxury suite), in-arena premium fan experiences, official merchandise, and game-day add-ons such as scoreboard messages and charity auctions. Supplementary revenue streams include corporate sponsorships, broadcast streaming via FloHockey, and community-facing programs such as Hero of the Game and Non-Profit of the Game.
Product overview
The Birmingham Bulls are a professional hockey team in the Southern Professional Hockey League (SPHL) playing home games at the Pelham Civic Complex. The team's product portfolio centers on game attendance experiences, including single game tickets, season ticket packages, group tickets, and luxury suite rentals. Additional revenue streams include premium fan experiences (warm-up bench seating, behind-the-scenes tours), digital content (FloHockey streaming, Bulls Radio broadcasts), game-day add-ons (scoreboard messages, auctions, raffles), merchandise sales via Shopify, and community programs (Hero of the Game, Non-Profit of the Game). The offering operates as a single unified entertainment product with modular add-on experiences.
Differentiator
Problem solved
Functional benefit
Products and services
- Single Game Tickets Individual game admission tickets for Birmingham Bulls home games at the Pelham Civic Complex, available through Ticketmaster starting at $13 per game. Intended for individual fans and families seeking live SPHL hockey entertainment.
- Season Tickets Full-season ticket packages for the 2026-27 SPHL season offering the lowest per-game cost, exclusive member perks, flexible payment plans, priority access to playoff tickets, merchandise discounts, meet & greets, and VIP parking. Targeted at dedicated fans seeking guaranteed seats and benefits.
- Group Tickets Discounted group ticket packages for groups of 12 or more, offering reserved seating in prime locations and VIP experiences including player meet-and-greets, group photos, and game-day shoutouts. Targeted at corporate outings, team building, and family/friend gatherings.
- Flex Ticket Package Subscription-style flex ticket package consisting of 7 game vouchers valid for any home game during the season. Designed for fans who want flexibility across multiple games without committing to the full season.
- Luxury Suite Private luxury suite rentals at the Pelham Civic Complex suitable for corporate outings, group events, and parties. Contact for availability via [email protected].
- Fan Experience Package Premium fan experience including bench seating during warm-ups, behind-the-scenes pre-game tour, ice-level position during player introductions, plus an autographed player photo and souvenir badge and lanyard. Targeted at superfans seeking exclusive access.
- Official Merchandise Team merchandise including jerseys, apparel, and collectibles available through the official Shopify-powered online store. Targeted at fans and collectors.
- Personal Scoreboard Message Personal birthday, anniversary, or special occasion messages displayed on the arena scoreboard during Birmingham Bulls home games for $30 per message. Targeted at individual fans and families.
- Business Scoreboard Message Business promotion displayed on the scoreboard during one Birmingham Bulls game for $150, including logo placement option. Targeted at local businesses seeking in-arena advertising visibility.
- Corporate Sponsorship Packages Corporate partnership packages including dasher boards, giveaway item sponsorships, in-game promotions, specialty jersey sponsorships, social media promotions, scoreboard advertising, website and mobile app promotions, and lobby table or booth activations. Targeted at local and regional brands seeking visibility with Birmingham-area sports fans.
- Bulls Auctions & Raffles Online auctions and raffles for exclusive Birmingham Bulls memorabilia, specialty items, and unique fan experiences, operated via the third-party WinWithDash platform.
- Jersey Off His Back Game-worn jersey giveaway raffle for fans, with winners selected at select Birmingham Bulls home games through the WinWithDash auction platform.
- Watch on FloHockey Streaming Subscription-based live streaming of Birmingham Bulls home games via the FloHockey platform, enabling out-of-market fans to watch games live.
- Bulls Radio Listen Live Live audio broadcast of Birmingham Bulls games hosted by commentators Jody & Drev, delivered via bullshockeylive.com and the Birmingham Bulls YouTube channel. Targeted at fans unable to attend in person.
Quantifiable outcome
- Franchise-record 38 wins and 85 points in 2023-24 season
- +2 more outcomes
Companies that use Birmingham Bulls
Customer profileSegments3 records
Ideal customer profiles3 records
Birmingham Bulls technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Birmingham Bulls partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and minor.
- UABcoreUniversity partner appearing in 2025-26 partner list. Nature of partnership not specified in detail.
- Coca-ColacoreBeverage partner appearing in 2025-26 partner list. Major beverage corporation partnership.
- RedMontminorRegional partner appearing in 2025-26 partner list.
- MedCenter MazdacoreAuto dealership partner and schedule sponsor. Primary partner appearing on schedule page.
- FloHockeycoreOfficial streaming partner for Birmingham Bulls game broadcasts. Provides live streaming platform for games.
- TicketmastercoreOfficial primary ticketing platform for Birmingham Bulls single-game ticket sales.
- Southern Professional Hockey League (SPHL)coreMember of the SPHL since 2017 revival. Bulls compete in this professional hockey league as a franchise.
- Pelham Civic ComplexcoreHome arena partnership. Bulls play at Pelham Civic Complex & Ice Arena under agreement with city of Pelham.
- Bham Hockey Club LLCcoreParent company ownership entity for Birmingham Bulls. Comprised of ownership group including Kurt Dinga (Governor/Owner), Randy Brown (Alternate Governor/Owner), and board members.
- WhataburgerminorFast food partner appearing in 2025-26 partner list.
- CulversminorFast food partner appearing in 2025-26 partner list.
- Coca-ColacoreBeverage partner appearing in 2025-26 partner list.
- Dave & Buster'sminorEntertainment partner appearing in 2025-26 partner list.
- ABC 33/40minorLocal TV station partner appearing in 2025-26 partner list.
- WBRC Fox 6minorLocal TV station partner appearing in 2025-26 partner list.
- CBS 42minorLocal TV station partner appearing in 2025-26 partner list.
- Monster EnergyminorEnergy drink partner appearing in 2025-26 partner list.
- PowerademinorSports drink partner appearing in 2025-26 partner list.
- Children's of AlabamaminorHealthcare partner appearing in 2025-26 partner list.
- Window WorldminorHome improvement partner appearing in 2025-26 partner list.
- Shelby CountyminorLocal government partner appearing in 2025-26 partner list.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
Birmingham Bulls competitors and assessment
Company assessmentDirect peers
- Huntsville Havoc: In-state SPHL rival based in Huntsville, Alabama. The two teams share the same league, similar market-size dynamics, and a long-standing regional rivalry that includes a 2018-19 President's Cup Finals matchup between the clubs.
- Roanoke Rail Yard Dawgs: SPHL member based in Roanoke, Virginia. Played the Bulls in the 2022-23 President's Cup Finals and share the same league economics, ticket/sponsorship model, and Southern regional footprint.
- Fayetteville Marksmen: SPHL franchise in Fayetteville, North Carolina that competes in the same league with analogous attendance scale, ticket pricing, and sponsorship roster structure.
- Knoxville Ice Bears: SPHL team in nearby Knoxville, Tennessee, serving a comparable mid-sized Southeastern market with similar ticket pricing, group-sales structure, and arena-rental economics.
- Macon Mayhem: SPHL team in Macon, Georgia with comparable market size, third-party arena arrangement, and direct-to-consumer ticket/sponsorship/merchandise model.
- Peoria Rivermen: SPHL member referenced multiple times in Bulls award announcements; competes in the same league with overlapping player-development pipeline and similar small-market professional hockey economics.
- Evansville Thunderbolts: SPHL team in Evansville, Indiana referenced in Coach of the Year voting; operates with similar team-size, sponsor mix, and ticketing model as the Bulls.
- Pensacola Ice Flyers: SPHL member in Pensacola, Florida operating with a similar community-relations and corporate-sponsorship playbook targeting family entertainment in a mid-sized Southern metro.
Broad incumbents
- Jacksonville Icemen: ECHL team in Jacksonville, Florida — one tier above the SPHL — serving the same regional Southeast hockey-fan base with broader broadcast reach and larger sponsorship scale; relevant for benchmarking promotion-to-ECHL potential.
- Norfolk Admirals: ECHL franchise in Norfolk, Virginia, providing a higher-tier benchmark for Southern-market minor-league hockey operations including venue economics, sponsorship tiering, and fan engagement programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Birmingham Bulls social profiles
Digital presenceBirmingham Bulls financial estimates
Financial estimateRevenue estimate
Valuation estimate
Birmingham Bulls leadership team
Management profileNumber of profiles
Profiles18 records
Birmingham Bulls funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Birmingham Bulls 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 Birmingham Bulls
What does Birmingham Bulls do?
The Birmingham Bulls operate as a professional ice hockey franchise in the Southern Professional Hockey League, hosting home games at the Pelham Civic Complex & Ice Arena. Their core offering centers on live game attendance, with tiered ticketing (single-game, season, flex, group, luxury suite), in-arena premium fan experiences, official merchandise, and game-day add-ons such as scoreboard messages and charity auctions. Supplementary revenue streams include corporate sponsorships, broadcast streaming via FloHockey, and community-facing programs such as Hero of the Game and Non-Profit of the Game.
Is Birmingham Bulls a public or private company?
Birmingham Bulls is a private company. It is classified as family owned and is currently operating.
When was Birmingham Bulls founded?
Birmingham Bulls was founded in 2017. It employs 51 to 100 people.
Where is Birmingham Bulls based?
Birmingham Bulls is headquartered in Pelham, United States, in the North America region.
How does Birmingham Bulls make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are corporate Sponsorships, merchandise Sales and game-Day Experiences.
Who are Birmingham Bulls's main competitors?
Direct peers on record are Huntsville Havoc, Roanoke Rail Yard Dawgs, Fayetteville Marksmen, Knoxville Ice Bears, Macon Mayhem, Peoria Rivermen, Evansville Thunderbolts and Pensacola Ice Flyers. Broad incumbents are Jacksonville Icemen and Norfolk Admirals.
Does Birmingham Bulls have an API?
No public API is recorded for Birmingham Bulls.
What industry is Birmingham Bulls in?
Birmingham Bulls's product category is Professional Hockey (Minor League Sports Entertainment). Its primary akta.pro industry code is MPAGAMAB, Team Sports Matches (Club & National), with a secondary code of MPAKAKAJ, Sports Community Relations & Grassroots Program Management. Its NAICS code is 711211 and its SIC code is 7990.