What Steinbach Black Wings Linz does

Steinbach Black Wings Linz is a professional ice hockey club based in Linz, Austria, competing in the win2day ICE Hockey League — a 13-team multinational top-tier European league spanning Austria, Italy, Slovenia, Hungary and the Czech Republic. Founded on September 5, 1992, the club plays home games at the Linz AG Eisarena (4,865 capacity), operated by municipal utility Linz AG, and has won two Austrian Championship titles (2003, 2012) plus five Vice-Champion finishes. The organization operates under a dual-entity structure typical of Austrian sports clubs: a non-profit association (Verein Steinbach Black Wings Linz) owns all shares of the operating Steinbach Black Wings Linz GmbH, alongside two wholly-owned subsidiaries — Black Wings Eishockeyakademie Oberösterreich GmbH (youth academy) and Black Wings Merchandising GmbH.

The core product is professional ice hockey entertainment (48 regular-season games plus playoffs per year), supplemented by a multi-tier youth academy (U9–U20 plus beginner programs from age 3, branded Steel Wings LINZ AG) and a planned women's program targeting the DEBL league. The technology stack is non-proprietary and consumer-facing: a solTicketing platform (by solvistas GmbH) for ticket and season-ticket sales, an online merchandise store (blackwingsfanshop.com), and standard web analytics (Google Analytics, Matomo, Facebook Pixel).

Revenue is generated through four streams: ticket sales (single-game and season tickets priced €21–€40), corporate sponsorship (anchored by main sponsor Steinbach International GmbH since October 2020, leading arena partner Linz AG, plus 15+ tiered partners), VIP hospitality (500–600 guests per game) and merchandise. Distribution is regional, centered on Linz and Upper Austria, with media partnerships extending reach via ORF, OÖ Nachrichten, Life Radio and LT1. The club employs 1–10 administrative staff and is led by President & Managing Director Peter Nader and Head Coach/Sporting Director Philipp Lukas.

Name

Steinbach Black Wings Linz

Legal name

Steinbach Black Wings Linz GmbH

Website

https://blackwings.at

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Steinbach Black Wings Linz is a professional Austrian ice hockey club competing in the win2day ICE Hockey League, playing at the 4,865-seat Linz AG Eisarena. Founded 1992, two-time Austrian champion (2003, 2012), it serves regional fans, corporate sponsors, and youth academy participants across Austria and Central Europe.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey (Sports Entertainment)

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

Keywords

• Professional ice hockey
• Ice hockey league
• Youth hockey academy
• Sports entertainment
• Corporate sponsorship hospitality

Headquarters

HQ city

Linz

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Ticket Sales: Revenue from single-game tickets (day tickets) and season tickets (Dauerkarten) for home games at Linz AG Eisarena. Prices range from €21-€33 for standing/seated tickets depending on category and advance vs. box office purchase.
2. Sponsorship: Corporate sponsorship packages including main sponsor (Steinbach International since October 2020), leading arena partner (Linz AG), premium partners, team partners, and official equipment suppliers. Packages include jersey/kit advertising, LED/billboard signage, hospitality, product placements, digital integrations, and exclusive 'Money Can't Buy' experiences.
3. Merchandise & Fan Shop: Official merchandise sales through the on-site fan shop (open during matches and specific hours) and online at blackwingsfanshop.com. Merchandise includes jerseys, apparel, and accessories.
4. VIP Hospitality: Hospitality packages targeting 500-600 VIP guests per game. Business events and networking opportunities in exclusive hospitality areas. Corporate networking environment for decision-makers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Steinbach Black Wings Linz operates a professional men's ice hockey team competing in the win2day ICE Hockey League (48 regular-season games plus playoffs) at the Linz AG Eisarena in Linz, Austria, supplemented by a youth hockey academy (Steel Wings LINZ AG) running age-group teams from U9 to U20, an official merchandise store, and premium VIP hospitality for corporate partners. Revenues derive from game-day ticket sales, corporate sponsorship packages (main sponsor Steinbach International since October 2020, leading arena partner Linz AG, plus 17 additional premium and minor partners), merchandise sales, and VIP/corporate hospitality services.

Product overview

Steinbach Black Wings Linz is an Austrian professional ice hockey club operating primarily as a sports entertainment entity. The core product is the professional ice hockey team competing in the win2day ICE Hockey League, supported by the Black Wings Linz Eishockey Akademie (operating under the Steel Wings LINZ AG brand) for youth development. Ancillary offerings include an official merchandise store (Fanshop), ticketing services via the solTicketing platform, and corporate hospitality/VIP services. The organization structure includes three separate legal entities: Steinbach Black Wings Linz GmbH (professional operations), Black Wings Eishockeyakademie Oberösterreich GmbH (youth programs), and Black Wings Merchandising GmbH (merchandise).

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Ice Hockey Team (win2day ICE Hockey League) The professional men's ice hockey team competing in the multinational win2day ICE Hockey League (13 teams across Austria, Italy, Slovenia, Hungary, and other Central European countries), playing 48 regular-season games plus playoffs at the Linz AG Eisarena (4,865 capacity). Public-facing sport entertainment product targeting fans and corporate sponsors.
• Black Wings Linz Eishockey Akademie (Youth Academy) Comprehensive youth ice hockey development program under the Steel Wings LINZ AG sub-brand, offering beginner hockey school (ages 3-8) and competitive age-group teams U9, U11, U13, U15, U17, and U20, including an academic partnership with BORG Honauerstraße for student-athletes. Operated by wholly-owned subsidiary Black Wings Eishockeyakademie Oberösterreich GmbH.
• Official Merchandise Store (Fanshop) Direct-to-consumer retail of official Black Wings fan merchandise including jerseys, apparel, and accessories, sold through the physical shop at the arena (open Wednesday and Friday 15:00-18:00, plus 90 minutes before and 60 minutes after each home game) and the online shop at blackwingsfanshop.com.
• VIP Hospitality & Corporate Event Services Premium hospitality products sold to corporate partners and sponsors, including VIP hospitality areas accommodating 500-600 guests per game, business events, networking opportunities for decision-makers, and exclusive "Money Can't Buy" experiences. Priced on request via the business office.
• Game-Day Tickets (Standing and Seated Categories) Match-day tickets for all regular-season and playoff home games at Linz AG Eisarena, priced by seating category (Standing room, Category A Family Sector, Category I, Category II, Category III, VIP C-Balcony), with advance vs. box office pricing and reduced rates for eligible groups.
• Season Tickets (Dauerkarten) Full-season ticket packages granting access to all regular-season home games at Linz AG Eisarena, with early-bird discounts, priority playoff ticket purchasing rights, and reduced playoff pricing; sold via the business office and tickets.blackwings.at.
• Women's Hockey Academy Program Women's ice hockey development offering including training programs and infrastructure improvements (dedicated locker rooms) at the Linz AG Eisarena, with plans to establish a competitive team in the DEBL (highest Austrian women's league). Evidenced as a developing offering within the academy structure.

Quantifiable outcome

• Average attendance of 3,800 fans per game with 4 sell-out games in 2023/24 season
• +3 more outcomes

Named customers2 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

Integration10 records

Partnerships

15 partnerships are on record, tiered core, premium and minor.

• Green Events AustriacoreStrategic or Co-development Partner · 1 September 2022Sustainability partnership launched in 2022/23 season - unique in Austrian professional sports. Six-point sustainability charter covering: eco-friendly mobility, sustainable catering, waste prevention, resource conservation, inclusion, and active communication. Home games conducted under 'Green Events Austria' label.
• Steinbach International GmbHcoreStrategic or Co-development Partner · 1 October 2020Main sponsor (Hauptsponsor) since October 2020. Leading European production and wholesale company for pools and accessories, based in Schwertberg, Austria with ~300 employees. CEO Peter Steinbach: 'Die Black Wings sind ein Linzer Traditionsverein. Als oberösterreichisches Unternehmen sind wir sehr stolz drauf, das Team unterstützen zu dürfen.'
• Linz AGcoreStrategic or Co-development PartnerLeading Arena Partner - 100% subsidiary of Stadt Linz Holding GmbH. Provides utilities services (water, energy, waste management, public transport, telecommunications) to 400,000 customers in Linz and 117 municipalities. Employs 3,500+ people. Operates the Linz AG Eisarena where Black Wings play home games.
• Bauer HockeypremiumGTM or Marketing PartnerOfficial equipment partner providing hockey equipment, sticks, and protective gear.
• win2daypremiumGTM or Marketing PartnerLottery and gaming brand sponsoring the ICE Hockey League. League named after win2day.
• VKB BankminorGTM or Marketing PartnerRegional bank partner based in Upper Austria.
• Porr AGminorGTM or Marketing PartnerConstruction and infrastructure company partner.
• Life RadiopremiumGTM or Marketing PartnerMedia partner producing the 'Life Radio Eiszeit' podcast covering team news and interviews.
• OÖ NachrichtenpremiumGTM or Marketing PartnerRegional newspaper producing 'OÖN Eisbrecher' podcast about the team.
• ORFpremiumGTM or Marketing PartnerAustrian national broadcaster covering team games and news.
• Admiral SportwettenpremiumGTM or Marketing PartnerSports betting partner.
• Coca-ColaminorGTM or Marketing PartnerBeverage partner providing products at games.
• Bundes-Sport GmbHminorGTM or Marketing PartnerFederal sports organization providing governmental support.
• Bundesministerium für Kunst, Kultur, öffentlicher Dienst und SportminorGTM or Marketing PartnerAustrian Federal Ministry for Arts, Culture, Public Service and Sport.
• OÖ EishockeyverbandminorStrategic or Co-development PartnerUpper Austria Ice Hockey Association - partner in youth development.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Vienna Capitals: Vienna Capitals play in the ICEHL from Austria's largest market. Direct competitor for league standing, Austrian media exposure, and corporate sponsorship, with a larger addressable market than Black Wings in Linz.
• HDD Olimpija Ljubljana: Olimpija Ljubljana is a Slovenian ICEHL team. Comparable as a multinational-league peer with a regional sponsorship model and a similar scale of operations to Black Wings.
• HC Bolzano (Foxes): HC Bolzano plays in the ICEHL out of South Tyrol, Italy. Direct competitor in the same league, with a comparable regional-anchor sponsorship model and a similar arena capacity profile.
• EC Villacher SV (VSV): VSV is a long-standing ICEHL competitor and the team that defeated Black Wings in the 2002 finals. Highly comparable in arena size, regional identity, and sponsorship mix, making it a relevant peer for operational and commercial benchmarking.
• Klagenfurter AC (KAC): KAC is the most decorated team in Austrian ice hockey and a direct competitor in the ICEHL. Highly comparable across league participation, arena size, fan culture, sponsorship structure, and youth development, and represents the benchmark Black Wings aspire to.
• Hydro Fehérvár AV19: Fehérvár AV19 is a Hungarian ICEHL team with a similar mid-tier European club profile. Directly comparable as a multinational-league competitor pursuing regional sponsorship and fan engagement strategies.
• EC Red Bull Salzburg: Red Bull Salzburg is a direct ICEHL competitor with a much larger corporate sponsor and broader competitive ambitions. Comparable business model, league, and youth infrastructure; represents the market-leader archetype against which Black Wings compete for talent and sponsors.
• HC TIWAG Innsbruck: HC Innsbruck is a fellow ICEHL team operating out of a Tyrolean regional market. Similar mid-tier European ice hockey profile with comparable revenue mix anchored by ticket sales and regional corporate partners.

Broad incumbents

• EHC Red Bull München: EHC Red Bull München plays in Germany's DEL, a larger and more commercially developed league. Comparable as a Central European professional ice hockey organization with a larger corporate sponsor and broader fan base, serving as an aspirational benchmark for league development.

Regional players

• Adler Mannheim: Adler Mannheim is a German DEL club with a traditional, community-anchored club model reminiscent of Black Wings. Comparable in club heritage, community engagement, and tiered sponsorship structure, though operating in a different national league.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/blackwingslinz
• Xx.com/BlackWingsLinz
• Facebookfacebook.com/SteinbachBlackWingslinz
• LinkedInlinkedin.com/company/black-wings-linz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries2 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 Steinbach Black Wings Linz