What Manchester Storm does

Manchester Storm is a professional ice hockey club competing in the UK Elite Ice Hockey League (EIHL), re-formed in 2015 with roots in the original 1995 franchise. The club plays home games at Planet Ice Altrincham (capacity ~2,500) and is preparing to relocate to the AO Arena in central Manchester from the 2026/27 season, a venue with materially larger capacity and footfall potential. The club is privately owned and operated by husband-and-wife team Emma Finnerty (CEO/Managing Director) and Ryan Finnerty (General Manager), with a stated ambition to become the largest ice hockey club in Europe.

The business generates revenue across six principal streams: ticket sales (individual match and season tickets via StubHero and Ticketmaster), sponsorship and corporate partnerships (Everitt Construction as title sponsor, plus Warrior Hockey, Robert Walker Haulage), merchandise and the "Own & Loan" game-worn jersey programme (£200–£250 per jersey), premium hospitality boxes and match-night experiences, an annual Storm Support membership scheme, and a weekly NYCDA Powerplay lottery partnership. Customer segments span individual sports fans and families, corporate hospitality clients, schools and community organisations (via Storm in the Community CIC), and corporate sponsors. Distribution is direct via digital ticketing, in-person box office, and a dedicated commercial team. The core operating technology is a professional sports franchise platform — ticketing integrations (StubHero, Ticketmaster), content delivery (StormTV webcast, YouTube, Spotify/Apple/Amazon podcasts), and JotForm-based enquiry workflows — with no disclosed proprietary AI/ML product layer.

Recent strategic activity centres on the AO Arena homecoming and community/product expansion, including the launch of StormCast podcast (July 2026), the formalisation of Storm in the Community CIC (September 2026), a strengthened Deeside Dragons player development partnership (May 2026), adoption of PolarCool concussion technology (February 2026), and the Own & Loan 2026/27 merchandising programme. Revenue is not publicly disclosed; based on headcount (11–50 employees), ticket volumes approaching 1,000 season tickets, and EIHL market benchmarks, the club operates as a small-to-mid single-digit-million-GBP revenue private sports franchise.

Name

Manchester Storm

Legal name

Manchester Storm

Website

https://manchesterstorm.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Manchester Storm is a privately owned professional ice hockey club competing in the UK's Elite Ice Hockey League, serving individual fans, corporate hospitality clients, and community partners. The club is preparing to relocate from Planet Ice Altrincham to the AO Arena for the 2026/27 season.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey / Live Sports Entertainment

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Winter Sports Teams/Clubs (Ski, Snowboard, Bobsleigh, etc.) (MPAKABAI)

Keywords

• Professional ice hockey
• Live sports entertainment
• Season tickets
• Corporate hospitality
• Team merchandise

Headquarters

HQ city

Altrincham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Primary revenue stream from individual game tickets and season tickets sold through digital platforms and box office. The club offers tiered pricing for adults, children, concessions, and family packages.
2. Sponsorship & Partnerships: Corporate sponsorship from multiple partners including Everitt Construction (Title Sponsor), Robert Walker Haulage, Warrior Hockey, and others across various categories.
3. Merchandise & Own & Loan: Game-worn jersey sponsorship program where fans purchase and loan back player jerseys for £200-250. Additional merchandise sales through the Storm Sports Store.
4. Hospitality & Match Night Packages: Premium hospitality boxes for groups of 6-15 people, plus match night experiences including birthday packages, mascot appearances, behind-the-scenes tours, and bench warm-up packages.
5. Membership & Match Night Activities: Storm Support membership scheme generating recurring revenue, supplemented by 50/50 raffles, Chuck-a-Puck, and Shirt Off The Back raffles during games.
6. Powerplay Lottery Partnership: Weekly lottery scheme through NYCDA partnership generating community fundraising income.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Manchester Storm operates a professional ice hockey franchise in the UK's Elite Ice Hockey League (EIHL), selling live match tickets, season tickets, premium hospitality boxes, match-night experiences, supporter memberships, team merchandise through the Storm Sports Store and the Own & Loan game-worn jersey programme. The club also delivers community programmes through the wholly owned Storm in the Community CIC and media content via StormTV webcasts and the StormCast podcast.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets (2026/27 season) Annual subscription ticket product granting entry to all Manchester Storm home EIHL matches at AO Arena during the 2026/27 season, sold via StubHero with seat selection and instalment payment options.
• Individual Match Tickets Per-game ticket inventory for Manchester Storm home matches, with tiered pricing for adults, children, concessions and family packages, sold through StubHero and Ticketmaster.
• Match Night Hospitality Boxes Premium hospitality experience providing exclusive use of an arena box for 6-15 guests including game tickets, food and drinks, sold directly through the club's commercial team for corporate entertainment.
• Own & Loan Jersey Programme 2026/27 Game-worn jersey sponsorship scheme where fans purchase a player jersey and loan it back to the club for the season, receiving memorabilia, recognition and match-night assets.
• Storm Support Membership Annual supporters' club membership scheme providing members with discounts on match-night experiences and access to exclusive fan engagement activities throughout the season.
• Match Night Experience Packages Bundle of match-night experiences including birthday experiences, on-ice mascot appearances, behind-the-scenes arena tours and bench warm-up packages sold to individual fans and members.
• Pre-Season Match Tickets (vs Sheffield Steelers) Pre-season friendly match tickets for the AO Arena homecoming fixture versus Sheffield Steelers, sold via Ticketmaster.
• Playoff Finals Weekend 2027 Tickets Tiered ticketing product for the EIHL Playoff Finals Weekend 2027 with super early bird, early bird and standard pricing across Adult, Concession and Family categories.
• Group Bookings Discounted group ticket product for parties of 10 or more, suited to schools, clubs, corporate events and special occasions, managed via a dedicated booking form.
• Storm Sports Store Merchandise Official online retail store selling Manchester Storm replica kit, apparel and club-branded merchandise to supporters.
• StormCast Podcast Official Manchester Storm audio podcast providing behind-the-scenes interviews with players, coaches, management and guests, distributed via Spotify, Apple Podcasts and Amazon Music.
• StormTV Webcast Service Live webcast service delivering Manchester Storm match-night coverage and highlight footage via the dedicated StormTV platform and YouTube channel.
• Storm in the Community (CIC) Programmes Wholly owned Community Interest Company delivering inclusive sport, health, wellbeing and education programmes to schools, charities and community groups across Greater Manchester.
• Powerplay Lottery (NYCDA Weekly Draw) Weekly lottery scheme operated in partnership with NYCDA Weekly Draw, generating community fundraising income for Manchester Storm programmes.

Quantifiable outcome

• Record-breaking 1,321,128 total attendance across Elite League in 2025/26 season
• +2 more outcomes

Named customers4 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

Integration12 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• Deeside DragonscoreStrategic or Co-development Partner · 10 May 2026Strengthened player development partnership creating a clear pathway for young British talent between Manchester Storm Academy and senior hockey. Manchester Storm also utilizes Deeside Leisure Centre as an additional training base with Olympic-sized ice pad and high-quality off-ice facilities. Early success includes academy graduates Theo Malone, Bailey Thomas, and Jace Gledhill progressing to senior opportunities.
• PolarCool ABcoreTechnology or Integration · 12 February 2026Swedish med-tech company providing PolarCap concussion treatment system. Manchester Storm became the third team in the ten-team British Elite Ice Hockey League to adopt the technology. Initial evaluation period for remainder of season may extend into two-year commercial agreement following assessment.
• Everitt ConstructionflagshipOthersTitle Sponsor of Manchester Storm. Featured prominently on official website sponsor section as primary club sponsor.
• Robert Walker HaulagecoreOthersMajor commercial sponsor of Manchester Storm. Listed among primary sponsor partners on official website.
• Warrior HockeycoreOthersOfficial kit and equipment supplier for Manchester Storm. Provides hockey equipment and apparel for players.
• StubHerocoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner handling season ticket sales, event ticketing, and seat selection for Manchester Storm.
• NYCDA Weekly DrawminorGTM or Marketing PartnerWeekly lottery scheme generating community fundraising. Manchester Storm is a beneficiary partner with proceeds supporting community-focused programmes.
• Sports Entertainment ToursminorChannel Partner/ Reseller/ DistributorOfficial Travel Partner of the Elite League providing official travel packages including tickets, travel and hotel for away games and playoff events.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Belfast Giants: EIHL club based at the SSE Arena Belfast with a strong commercial operation and championship pedigree. Comparable to Manchester Storm as a mid-sized UK/Irish arena-based franchise with diversified ticketing, sponsorship, and hospitality revenue.
• Cardiff Devils: EIHL club competing from the Viola Arena and a multiple-time league champion. Comparable as a UK regional ice hockey franchise with similar sponsorship, membership, and matchday revenue model.
• Guildford Flames: EIHL club based at the Guildford Spectrum. Comparable as a UK regional professional ice hockey franchise with similar family entertainment and community outreach positioning.
• Glasgow Clan: EIHL club (formerly Braehead Clan) playing at Braehead Arena. Comparable as a UK regional arena-based franchise where Ryan Finnerty previously coached. Overlaps in sponsorship categories and ticketing approach.
• Fife Flyers: EIHL club based in Kirkcaldy, the oldest ice hockey club in the UK. Comparable as a regional EIHL franchise with community-driven branding and similar family-ticket pricing structure.
• Coventry Blaze: EIHL club based at the Skydome Arena. Comparable in scale, season ticket model, and family-focused matchday proposition to Manchester Storm at its current venue size.
• Dundee Stars: EIHL club based at the Dundee Ice Arena. Comparable as a mid-sized UK professional ice hockey franchise competing on similar ticket pricing and sponsorship economics.
• Nottingham Panthers: EIHL club based at the Motorpoint Arena Nottingham and a recurring playoff participant. Comparable in venue size, sponsorship mix, and matchday economics to Manchester Storm's planned AO Arena model.
• Sheffield Steelers: EIHL founding member and the league's most dominant and best-supported club, averaging 8,122 fans per game. Directly competes with Manchester Storm on the ice and for sponsorship, season ticket, and hospitality revenue in the UK ice hockey market.

Regional players

• Manchester Phoenix: Former Manchester-based ice hockey club that previously occupied the city's ice hockey fanbase. Historically comparable in market and product offering, though now operating in lower-tier British leagues rather than the EIHL.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mcr_storm
• YouTubeyoutube.com/c/ManchesterStormTV
• Facebookfacebook.com/McrStormOfficial
• Instagraminstagram.com/manchester_storm
• LinkedInlinkedin.com/company/manchester-storm

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Manchester Storm