What Trois-Rivieres Lions does

Trois-Rivières Lions is a professional ice hockey franchise competing in the ECHL and based in Trois-Rivières, Quebec. The team plays home games at Colisée Vidéotron and operates as the ECHL developmental affiliate of the Montreal Canadiens (NHL) and Laval Rocket (AHL), embedding the franchise in a multi-tier player development pipeline that funnels prospects from junior leagues to the NHL. The Lions serve as the only professional hockey team in their regional market, drawing a concentrated Quebec fan base that values community identity, bilingual operations, and family-friendly entertainment.

The franchise monetizes through a diversified event-driven revenue stack: individual game tickets, full- and half-season memberships, flex-ticket packages, and premium hospitality across Molson VIP Lounge, Audi VIP Lounge, the President's Suite, VIP tables, and the Trou Du Diable party zone. Secondary streams include corporate group activations with on-ice kiosk sponsorships, birthday packages ($25-750), merchandise via a Shopify storefront, the DASH digital auction platform for game-worn collectibles, in-arena 50/50 raffles, and food and beverage concessions. Distribution runs through the Colisée Vidéotron box office, Ticketmaster, and (from 2026-27) the Tixr modern commerce platform, alongside a corporate sales team handling VIP and group bookings.

Underlying technology is commodity: the team relies on standard third-party platforms including Shopify for merchandise, Ticketmaster and Tixr for ticketing, a DASH digital auction storefront, and a bilingual official website for content and commerce. No proprietary technology, API, or data platform was disclosed. The franchise's commercial differentiation rests on regional monopoly, NHL/AHL affiliate brand association, and a deeply embedded community program (school visits, charitable partners including Leucan, Héma-Québec, Sports Hommage Mauricie, and Aux Artisans de la Paix) rather than on technology or AI capabilities.

Name

Trois-Rivieres Lions

Legal name

ECHL Properties, LLC

Website

https://lions3r.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Trois-Rivières Lions is a professional ECHL ice hockey franchise in Quebec, affiliated with the Montreal Canadiens and Laval Rocket, that monetizes home games at Colisée Vidéotron through tickets, season memberships, premium hospitality, merchandise, and community-driven group experiences for fans, families, and corporate clients.

Ownership category

akta.pro rank

Product category

Professional Hockey Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Team Sports Matches (Club & National) (MPAGAMAB)

akta.pro secondary industries

Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ), Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE), Concession & Stadium / Arena Catering (THAFAIAG), Sports Venue Operations for Live Games (Stadiums/Arenas) (MPAGAMAG)

Keywords

• Professional hockey team
• ECHL hockey games
• Season ticket memberships
• Premium hospitality suites
• Group event packages

Headquarters

HQ city

Trois-rivières

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue generated from individual game tickets, season ticket memberships, half-season packages, flex tickets, and premium seating options at Colisée Vidéotron arena.
2. Merchandise Sales: Online shop selling team merchandise including jerseys, apparel, and collectibles through their Shopify storefront.
3. Food and Beverage: Concession sales at Colisée Vidéotron, with Nouveau Standard as official food and beverage partner starting 2026-27 season.
4. Premium Experiences and Group Packages: Revenue from VIP suites, corporate packages, birthday parties, group activations, and premium dining experiences including Molson VIP Lounge, Audi VIP Lounge, President's Suite, and VIP Tables.
5. Sponsorships: Corporate partnership opportunities and sponsorship deals with local and national businesses.
6. 50/50 Draw and Auctions: Half-half lottery draws at each home game and DASH digital auctions for exclusive team items, generating additional revenue for the team and community causes.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Trois-Rivières Lions operate as a professional ECHL hockey franchise hosting live games at Colisée Vidéotron arena, selling game tickets (individual, season, flex), premium hospitality experiences (VIP suites, lounges, VIP tables), group and birthday party packages, fan club memberships (Fifth Line Club, Kids Club), and team merchandise through their Shopify storefront. The team also generates revenue through corporate sponsorships, concession food and beverage sales, 50/50 raffles, and digital auctions of collectibles.

Product overview

Trois-Rivières Lions operates as a professional hockey team in the ECHL, serving as the affiliate of the Montreal Canadiens. The organization offers a portfolio of ticket-based products centered around game attendance at Colisée Vidéotron, including individual game tickets, season ticket memberships (full and half-season), and Flex ticket packages. Premium hospitality offerings include Espace Prestige with VIP lounges (Molson, Audi), private suites, President's Suite, and VIP tables with tiered dining options (Sportif, Distingué, Gastronomique), plus the Trou Du Diable party zone for groups of 24-32. Group experiences extend to birthday party packages, corporate activation kiosks, and multi-purpose room bookings. Fan engagement products include the DASH digital auction platform, Club du 5e Trio player sponsorship program, and Club des P'tits Lions children's club. The organization also runs 50/50 raffles supporting youth sports and maintains a referral loyalty program for season ticket acquisition.

Differentiator

Problem solved

Functional benefit

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Nouveau StandardcoreGTM or Marketing Partner · 1 June 2026Official food and beverage partner beginning with the 2026-27 season. A company specializing in event food services, Nouveau Standard will provide catering at Colisée Vidéotron for Lions games and events.
• TixrcoreTechnology or Integration · 1 June 2026Multi-year ticketing partnership marking Tixr's entry into professional hockey. Tixr is a global leader in modern event commerce and ticketing technology, serving as the Lions' official ticketing platform.
• Montreal CanadienscoreStrategic or Co-development PartnerNHL parent team affiliation. The Lions serve as the ECHL developmental affiliate for the Montreal Canadiens organization.
• Laval RocketcoreStrategic or Co-development PartnerAHL affiliate relationship. The Rocket is co-affiliated with the Lions, sharing the Canadiens organization. Players can be assigned between the Rocket and Lions based on organizational needs.
• LeucanminorGTM or Marketing PartnerCharitable partnership for the 'Ensemble contre le cancer' game supporting children with cancer and their families. The Lions host annual awareness and fundraising events.
• Héma-QuébecminorGTM or Marketing PartnerBlood and plasma donation partnership. The Lions promote and support blood drives and plasma donation awareness campaigns in collaboration with Héma-Québec.
• Sports Hommage MauricieminorGTM or Marketing PartnerCharitable recipient of 50/50 draw proceeds. Funds support youth sports development in the Mauricie region, with over $50,000 donated this season.
• Aux Artisans de la PaixminorGTM or Marketing PartnerCharitable partner receiving teddy bear donations from the annual teddy toss event. 3,141 teddy bears were collected and donated to families in need.
• Cité du GolfminorGTM or Marketing PartnerCommunity event partner providing mini hockey sticks as giveaways at the annual 'Party de la Rentrée' community event.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jacksonville Icemen: Jacksonville Icemen are an ECHL team in Jacksonville, Florida with a similar mid-sized market profile. They offer the same core product mix (season tickets, suites, group packages, merchandise, community programs) as the Lions.
• Allen Americans: Allen Americans are an ECHL team in Allen, Texas operating in a smaller suburban market. Their reliance on season tickets, group sales, and local corporate sponsors mirrors the Lions' revenue model.
• Greenville Swamp Rabbits: Greenville Swamp Rabbits are an ECHL team in Greenville, SC. They operate in a similar mid-sized market with comparable ticket, hospitality, and community engagement revenue streams as the Trois-Rivières Lions.
• Adirondack Thunder: Adirondack Thunder are an ECHL team in Glens Falls, NY, affiliated with the New Jersey Devils. Like the Lions, they are a smaller-market ECHL franchise dependent on local season-ticket holders and corporate sponsors with similar revenue streams.
• Reading Royals: Reading Royals are an ECHL hockey team in Pennsylvania serving as the ECHL affiliate of the Philadelphia Flyers. Both teams share the ECHL structure, NHL affiliation model, regional fan base focus, and similar revenue mix (tickets, suites, sponsorships, merchandise, community programs).
• Iowa Heartlanders: Iowa Heartlanders are an ECHL affiliate of the Minnesota Wild, based in Coralville, Iowa. As a smaller-market ECHL franchise, they share the Lions' challenge of building fan base in a limited population center with similar NHL-affiliate-driven brand identity.
• Worcester Railers: Worcester Railers are an ECHL team affiliated with the New York Rangers, based in Worcester, MA. They operate in a similarly mid-sized market with comparable ticket, premium experience, and sponsorship revenue mix as the Lions.
• Norfolk Admirals: Norfolk Admirals are an ECHL franchise in Norfolk, Virginia with a comparable market size and similar reliance on ticket sales, premium seating, and corporate partnerships for revenue.

Broad incumbents

• Laval Rocket: Laval Rocket is the AHL affiliate of the Montreal Canadiens, sharing the parent organization with the Trois-Rivières Lions. While at a higher league tier (AHL vs ECHL), they operate in the same Quebec market with shared player pipeline and brand ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/lions3r

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Trois-Rivieres Lions