UNIS Flyers

What UNIS Flyers does

UNIS Flyers is a semi-professional ice hockey club established in 1967 in Heerenveen, Netherlands, and operating continuously from the Thialf arena. The club fields a senior team that competes in the Central European Hockey League (CEHL), the highest level of ice hockey in the Netherlands and Belgium, alongside the Dutch Cup (Beker van Nederland), the Dutch National Championship (Eredivisie), and the Ron Bertelingschaal. It is historically the most successful Dutch ice hockey organization, with 13 Dutch Cup titles, 11 national championships, and 1 BeNe-League championship, and reached the playoffs in 31 of 35 seasons at the top level. Average match attendance is 1,834 spectators, rising to over 3,000 in playoffs, with a sold-out 2020 championship final. A youth development pathway runs from the IJshockeysCool introductory program for children aged 4+ through the RTC Lionhearts Icehockey Academy partnership into the senior squad.

The commercial operation is conducted through Stichting Sponsoring en Businessclub Friesland Flyers and rests on five pillars: ticket sales (single match and season tickets via Ticketpoint at €10-€20 per ticket), a Business Club of more than 100 member companies with annual packages ranging from €995 to €5,500, advertising and sponsorship inventory on boarding, banners, jerseys, and helmets (€950 to €7,500 per season), direct-to-consumer merchandise sales via the club's own webshop, and corporate hospitality products including the IJshockeyclinic (€105 per person) and match-day dining arrangements. Distribution combines the Ticketpoint ticketing partner, the club's own e-commerce storefront, and direct B2B sales handled by a commercial board member. Marketing relies on a multi-channel mix of social media (19,000+ combined followers and 31% YoY growth, the largest Dutch/Belgian ice hockey presence), the FlyersTV YouTube channel, the FlyerFan newsletter, and the SVFF supporters association.

Effective headcount is 11-50 paid staff supplemented by 150+ active volunteers. The 2024-2025 period was marked by acute financial pressure, including a December 2024 crowdfunding round that raised €10,707.95, the 2025 exit of long-time head sponsor UNIS Group, the July 2025 appointment of Dennis Vollebregt as new head coach, and the October 2025 announced resignation of chairman Michiel Huitema, with the club actively seeking private investment and municipal support to restore liquidity.

Name

UNIS Flyers

Legal name

Stichting Sponsoring en Businessclub Friesland Flyers

Website

https://unisflyers.nl

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

UNIS Flyers is a Dutch semi-professional ice hockey club founded in 1967 and based at Thialf arena in Heerenveen, competing in the CEHL. It operates match ticketing, sponsorship, business club membership, merchandise, and youth development programs serving fans, corporate partners, and youth players across Northern Netherlands.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey Club

NAICS

Sports Teams and Clubs (711211), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

Keywords

• Professional ice hockey
• Ice sports club
• Sports merchandise
• Corporate hospitality
• Amateur hockey development

Headquarters

HQ city

Heerenveen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from single match tickets and season tickets sold through Ticketpoint partner. Adults pay €20 (€17.50 online), youth €12.50 (€10 online), season tickets from €225 for adults and €125 for youth.
2. Business Sponsorship & Business Club: Corporate sponsorship packages including business seats (€995-€3,750 per season), boarding advertising (€950-€2,750 per season), shirt logo placement (€2,750-€7,500 per season), and comprehensive Business Club Plus packages (€5,500 per season). Over 100 companies are Business Club members.
3. Merchandise Sales: Direct sales of official UNIS Flyers merchandise including clothing, accessories, and novelty items through the club's own webshop. Products include hoodies, t-shirts, keychains, flags, and vehicle miniatures.
4. Event Arrangements: Corporate event packages including ice hockey clinics (€105 per person), stamppot dinners (€55-95 per person), and burgers and beer experiences (€39.95 per person), providing additional revenue from hospitality services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

UNIS Flyers operates a semi-professional Dutch ice hockey club that fields a competitive team in the Central European Hockey League (CEHL) and Dutch national competitions. The club monetizes match attendance through single tickets and season cards (sold via Ticketpoint), distributes official fan merchandise through its own webshop, runs a Business Club with 100+ corporate members, and offers corporate sponsorship, ice hockey clinics, and match-day hospitality arrangements.

Product overview

UNIS Flyers is a Dutch professional ice hockey club based in Heerenveen, competing in the Central European Hockey League (CEHL) and Beker van Nederland. The organization operates several interconnected products: the Webshop serves as the official merchandise store for fan articles; IJshockeysCool is a youth hockey introductory program for children from age 4; and IJshockeyclinic provides corporate team-building experiences on ice. Match-day hospitality is offered through Wedstrijdarrangement packages (Burgers and Beer, Stamppot) and the Businessclub membership, while match attendance is monetized via Losse Tickets and Seizoenskaart (season tickets). Sponsormogelijkheden provides corporate sponsorship tiers, and FlyersTV delivers match video content via YouTube. All commercial operations are managed through Stichting Sponsoring en Businessclub Friesland Flyers.

Differentiator

Problem solved

Functional benefit

Products and services

• UNIS Flyers Webshop Official online merchandise store operated by Stichting Sponsoring en Businessclub Friesland Flyers (KvK 53218450), selling fan merchandise including clothing, accessories, and novelty items with online checkout via Mollie payment gateway. Ships nationwide within the Netherlands.
• IJshockeysCool Youth hockey introductory program for children from age 4, held every Sunday morning at the Thialf ice rink. The first three lessons are free for children aged 4–12, teaching skating basics and hockey fundamentals under professional coaching.
• Wedstrijdarrangement Burgers and Beer Match-day dining experience including an American-style burger meal, three beverages per person, and admission to a home game at Thialf. Bookable from 5 persons at €39.95 per person for the regular tribune.
• Wedstrijdarrangement Stamppot Match-day dining package featuring a traditional Dutch stamppot buffet (boerenkool or wortel en ui with rookworst), three beverages per person, and game admission. Available from 10 persons at €55.00 per person (regular tribune) or €95.00 per person (main tribune with Business Club access).
• IJshockeyclinic Corporate team-building experience where participants receive professional hockey equipment, learn basic ice hockey skills from professional coaches and players, and play a match. Includes reception with coffee/tea, professional coaching for one hour, energy drink break, and post-event drinks. Priced at €105.00 per person (excl. VAT), minimum 15, maximum 25 participants.
• Losse Tickets (Single Match Tickets) Individual match ticket sales for CEHL, Beker van Nederland, and Ron Bertelingschaal games. Adults €20.00 (€17.50 online), youth €12.50 (€10.00 online); family bundle €50.00 (€45.00 online) for 2 adult + 2 youth tickets. Tickets sold via Ticketpoint.
• Seizoenskaart (Season Ticket) Season ticket granting access to all UNIS Flyers home games in the CEHL and Beker van Nederland. Adults from €225.00, youth (up to 17 years) €125.00. Available through Ticketpoint.
• Businessclub UNIS Flyers Corporate networking platform with more than 100 member companies. Offers business seats on the sponsor tribune (from €995 per season), access to business lounge with views over the ice rink, and networking events. Two annual network events with sponsors and business relations.
• Sponsormogelijkheden (Sponsorship Packages) Sponsorship packages including boarding advertising (from €950 per season), shirt logo placement (from €2,750 per season), banner advertising (€3,500 per season), and custom partnership arrangements. Reaches a social media following of more than 19,000 across Facebook, Instagram, LinkedIn, Twitter, and TikTok.

Quantifiable outcome

• 13 cup titles and 11 national championships in club history
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• XL Indoor Carwash HeerenveencoreGTM or Marketing Partner · 9 February 2025New sponsor from February 2025 with their name featured as helmet sponsor on the ice. Significant new partnership contributing to club's financial stability after crowdfunding period.
• UNIS GroupcoreGTM or Marketing PartnerMain head sponsor (Hoofdsponsor) with logo prominently displayed on team shirts and official materials. Long-standing partnership, though recent news indicates UNIS Group stopped as head sponsor in June 2025.
• Agrarisch Natuurfonds FryslânminorStrategic or Co-development PartnerSocial responsibility partner. UNIS Flyers is maatschappelijk partner (social partner) of the Agricultural Nature Fund Friesland, supporting meadow bird conservation. Special match shirts with plover design were auctioned for the fund.
• ThialfcoreStrategic or Co-development PartnerHome ice arena and training facility. UNIS Flyers uses Thialf as primary venue for all home games, training, and IJshockeysCool youth programs.
• TicketpointcoreChannel Partner/ Reseller/ DistributorOfficial ticket sales partner for match tickets, season cards, and special event tickets including championship finals. Handles all online ticket distribution.
• RTC Lionhearts Icehockey AcademyminorStrategic or Co-development PartnerCollaboration with Regional Topsport Centrum to provide extra facilities for talented youth players in their development.
• 50+ Business PartnersminorGTM or Marketing PartnerVarious local and regional businesses supporting the club through Business Club membership, advertising boards, and sponsorship packages. Includes Hofco Rescue Vehicles, A6.nl, Mediahuis Noord, and many more.
• SVFF (Supportersvereniging Friesland Flyers)minorGTM or Marketing PartnerIndependent supporters association established 1976. Sells merchandise, organizes bus trips to away games, and runs match-day activities. Connecting factor between fans and club.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mechelen Golden Sharks: Belgian ice hockey club competing in the BeNe-League/CEHL alongside UNIS Flyers. Comparable as a same-tier professional Benelux club with similar ticketing, sponsorship, and community-driven business model.
• HIJS Hokij Den Haag: Den Haag-based ice hockey club competing in the same Eredivisie, BeNe-League and Beker van Nederland as UNIS Flyers. Direct rival that UNIS Flyers faced in the 2020 and 2024 Dutch Championship finals, making it the most head-to-head comparable team.
• Nijmegen Devils: Dutch ice hockey club that UNIS Flyers defeated in the 2020 Dutch Cup final. Comparable as a same-tier Eredivisie club with regional community backing and similar commercial footprint.
• Liege Bulldogs: Belgian ice hockey club (Bulldogs Luik) competing in the BeNe-League. UNIS Flyers played them during 2022 BeNe-League fixtures, and both clubs operate with similar semi-professional structures and sponsorship-driven revenue mixes.
• Zoetermeer Panters: Dutch ice hockey club active in the BeNe-League that UNIS Flyers faced in the 2022 Dutch Championship semi-finals. Operates with similar professionalized amateur/semi-professional structure, ticketing, and sponsorship revenue mix.

Emerging players

• Belfast Giants: UK EIHL club operating in a similarly small-market professional ice hockey environment with comparable reliance on season tickets, corporate hospitality, and merchandise. Useful proxy for revenue scale and sponsorship structuring in non-top-six European ice hockey markets.
• Coventry Blaze: UK EIHL club of similar scale to UNIS Flyers, competing in a regional market with mixed consumer and corporate ticketing plus sponsorship-driven revenue. Comparable as a model for tier-two European ice hockey monetization.
• Cardiff Devils: EIHL ice hockey club competing at the top tier of UK hockey with comparable operating scale to UNIS Flyers. Useful comparable for revenue mix across tickets, sponsorships, and match-day hospitality in similar-sized venues.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@unisflyers
• Instagraminstagram.com/unisflyers
• TikToktiktok.com/@unisflyers
• Xx.com/UNISFlyers
• LinkedInlinkedin.com/company/unisflyers

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 UNIS Flyers