Reading Royals

Name

Reading Royals

Legal name

ECHL Properties, LLC

Website

https://royalshockey.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Reading

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from single-game tickets, season tickets, mini-plans (4, 6, 12, 18 game plans), voucher plans, group tickets, and party area/suite rentals at Santander Arena
2. Merchandise Sales: Sale of team merchandise through the official team store (royalsteamstore.com)
3. Concessions: Food and beverage sales at games with member discounts
4. Corporate Sponsorships: Corporate partner packages, promotional tables, naming rights, advertising throughout arena and broadcasts
5. Charitable Events: Slapshot Charities fundraising events including golf tournaments, 50/50 raffles, and community fundraising programs that generate donations and awareness

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Reading Royals are a professional ECHL hockey team that sells live game entertainment at Santander Arena in Reading, Pennsylvania. Core revenue comes from ticket sales (single-game, season, partial plans, voucher plans, group tickets), arena concessions, team merchandise, and corporate sponsorship packages. The team also operates youth hockey development (RRYHA) and a charitable arm (Slapshot Charities).

Product overview

Reading Royals is a professional hockey team operating as a single-brand entertainment product within the ECHL. The core offering centers on game attendance through multiple ticketing formats: single game tickets, Royals365 season/partial plans, voucher plans, and group packages. The product portfolio extends beyond game admission to include experiential add-ons (Game Day Experiences featuring Zamboni rides and bench access, Birthday Parties, Kids Club membership), premium hospitality (Party Areas and Suites), and charitable/community programs (Slapshot Charities, Fundraising, Non-Profit of the Game). Youth hockey development is supported through the RRYHA sub-brand. All ticket sales are channeled through third-party platforms including GoFevo (primary ticketing) and Ticketmaster (season tickets).

Differentiator

Problem solved

Functional benefit

Products and services

• Single Game Tickets Individual game admission tickets to Reading Royals ECHL home games, starting at $14, sold through the GoFevo platform and Ticketmaster.
• Royals365 Season Tickets & Partial Plans Annual subscription-style ticket memberships offering full or partial (4, 6, 12, or 18 game) access to the home schedule with discounted tickets, exclusive promotions, merchandise and concessions discounts, and year-round member perks across multiple seating zones.
• Group Outings Discounted group ticket packages for organizations, companies, or social groups, starting at $10 per person for groups of 10+, with optional hot dog, drink, and Royals hat combo add-on for $15.
• Party Areas & Suites Premium hospitality spaces at Santander Arena including Owner's Suite, Goal Line Suite, Ice Boxes, and Alvernia Golden Wolves Den, accommodating groups of 30 to 125 for corporate events, parties, and special occasions.
• Birthday Parties Birthday celebration packages hosted at Santander Arena, including a Gold Package at $1,000 with party space and amenities for children's birthday events.
• Family Four Packs Pre-packaged ticket bundles for families of four starting at $49, offering discounted admission to a Reading Royals home game.
• Slapshot's Kids Club Annual youth membership program for fans 14 and under, presented by WOW!, including a ticket to every Saturday home game plus perks such as a membership badge, Royals hat, discounts on additional tickets, exclusive postgame skate events, Chuck-A-Puck activities, birthday scoreboard announcements, and 10% off birthday packages; priced at $65.
• Game Day Experiences Premium fan experiences including Zamboni Ride packages (with Club Level tickets, Royals hats, hot dog and soda vouchers), Bench Experience Ticket Package (warmup bench access behind the bench game seat), Post Game Photo on Ice, jumbotron Welcome & Birthday Messages, Slapshot Seat Visit, High Five Tunnel, and Food & Gift Combo add-ons.
• Voucher Plans Flexible mini-plan product providing vouchers that fans can redeem for any regular season home game based on availability, allowing a custom-built schedule.
• Fundraising Program Non-profit fundraising program in which the Reading Royals donate $5 per ticket sold to participating organizations, with group video board recognition and a promotional concourse table for groups selling 50 or more tickets.
• Non-Profit of the Game In-game recognition sponsorship program featuring a selected non-profit organization during each home game, presented by Customers Bank, with proceeds supporting local charitable causes.
• Slapshot Charities Official charitable arm of the Reading Royals supporting charitable organizations in Reading and surrounding areas, focused on underprivileged youth and families through youth sports participation, distributing over $1.7 million in cash, merchandise, and tickets to school children and various fundraisers throughout Pennsylvania.
• RRYHA Youth Hockey Association Youth hockey association offering in-house leagues for ages 4 to 16, including Learn To Play programs such as the Lions Cubs LTP Program for ages 4 to 9 and Intermediate Skills Clinics for ages 10 to 16, presented by Visions Federal Credit Union.
• Bench Pass Warmup Experience Premium fan experience package providing access to the Royals bench during warmups, including a game ticket seated behind the bench, a Royals hat, and hot dog and soda, available in 2-pack or 4-pack configurations.

Quantifiable outcome

• Over $1.7 Million distributed to school children and fundraisers through Slapshot Charities
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Philadelphia FlyerscoreStrategic or Co-development PartnerNHL parent club and ECHL affiliate relationship. The Philadelphia Flyers provide player development support and assign players to Reading Royals for professional development.
• Lehigh Valley PhantomscoreStrategic or Co-development PartnerAHL affiliate relationship for player development between NHL and ECHL levels. Lehigh Valley Phantoms serve as the primary development affiliate.
• Santander ArenacoreOthersHome arena venue in Reading, PA. 700 Penn St, Reading, PA 19602. The team plays all home games at this facility.
• Slapshot CharitiescoreOthersOfficial charitable arm of Reading Royals dedicated to supporting underprivileged youth through sports. Has distributed $1.7M+ in donations. Programs include golf tournaments, fundraising events, and community grants.
• RRYHA (Reading Royals Youth Hockey)coreOthersReading Royals Youth Hockey Association providing leagues for children ages 4-16. Programs include in-house leagues and learn-to-play initiatives.
• ECHLcoreOthersMember of the ECHL (East Coast Hockey League), playing in the North Division. 25th season in the league. Competes in Kelly Cup playoffs.
• Klein TransportationminorChannel Partner/ Reseller/ DistributorTransportation sponsor for team travel and logistics
• Visions Federal Credit UnionminorChannel Partner/ Reseller/ DistributorYouth hockey league sponsor through RRYHA. Supports youth sports development programs.
• Customers BankminorChannel Partner/ Reseller/ DistributorPresenting sponsor of Non-Profit of the Game program
• WOW! (Wheels of Wonder)minorChannel Partner/ Reseller/ DistributorPresenting sponsor of Slapshot's Kids Club program
• Berks County Convention Center Authority (BCCCA)coreStrategic or Co-development PartnerOwns the Reading Royals and oversees operations at Santander Arena. Founded in 1996.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Adirondack Thunder: ECHL North Division opponent competing in the same 8-team division as Reading. Comparable size market, similar ticket pricing, similar community-driven revenue mix, and direct competitor for in-game attendance in overlapping media markets.
• Idaho Steelheads: ECHL franchise recognized for consistently strong attendance and corporate partnership performance. Comparable in revenue diversification (tickets, suites, sponsorships, merchandise) and provides a benchmark for best-practice ECHL monetization.
• Lehigh Valley Phantoms: Reading Royals' AHL affiliate in the Philadelphia Flyers system. Operates the same player development pipeline one tier above Reading, sharing branding, fan crossover in the Eastern Pennsylvania market, and parent-club affiliation dynamics.
• Newfoundland Growlers: ECHL North Division counterpart. Operates with a similar mix of season-ticket, mini-plan, group, and sponsorship revenue streams in a small-to-mid market, and shares ECHL-level cost and revenue ceiling dynamics.
• Toledo Walleye: ECHL franchise widely viewed as one of the league's strongest commercial operators, with deep season-ticket and corporate partnership penetration. Useful peer for understanding the upper bound of revenue capture at the ECHL tier.
• Trois-Rivières Lions: ECHL North Division peer with a small-market Canadian footprint. Mirrors Reading's profile of a community-anchored franchise operating an arena product with multi-tier ticketing and group/sponsorship revenue lines.
• Norfolk Admirals: Long-tenured ECHL franchise with similar legacy brand, multi-channel ticketing, and youth/community programming. Provides a useful comparison on pricing, sponsorship depth, and affiliate relationship dynamics.
• Worcester Railers: ECHL franchise operating out of a comparable mid-sized Northeast market. Shares the same business model of game-day ticketing, group packages, sponsorship sales, and youth/community programs anchored around a single arena.

Regional players

• Reading Fightin Phils: Minor league baseball team sharing the Reading/Berks County market and competing for the same local sports entertainment wallet. Comparable family- and group-ticketing, sponsorship monetization, and community engagement model at a different season cadence.

Broad incumbents

• Philadelphia Flyers: NHL parent club of the Reading Royals within the Flyers/Phantoms development system. Sets the brand umbrella, drives cross-promotion, and dictates affiliate relationship terms that materially shape Reading's product and pipeline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ReadingRoyals
• Instagraminstagram.com/readingroyals
• Facebookfacebook.com/ReadingRoyals
• LinkedInlinkedin.com/company/reading-royals

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Reading Royals