What Belfast Giants does

The Belfast Giants are the first and only professional ice hockey club on the island of Ireland, founded in 2000 and operating in the Elite Ice Hockey League (EIHL). They are owned by The Odyssey Trust Company, a registered charity that also operates The O2 Belfast venue and the W5 science discovery centre. The club plays home games at The SSE Arena Belfast (capacity 10,000+) and has accumulated 18 major championships, including the first domestic treble (Challenge Cup, Elite League, and Playoffs) in 2022/23 and a League + Challenge Cup double in 2025.

The club's core product is live EIHL matchday entertainment, supplemented by the Friendship Four NCAA Division One men's tournament and the expanding Friendship Series women's tournament (scaling to four teams in 2026). Supporting products include Giants TV streaming (live.belfastgiants.com), a multi-tier ticketing portfolio (individual game tickets via Ticketmaster, sold-out season tickets, premium suite season tickets with VIP hospitality, and group packages), and merchandise sold through belfastgiants.store (e-commerce) and a physical store at The O2 Belfast featuring Amazon Just Walk Out checkout technology. Underlying infrastructure includes Ticketmaster for ticketing, the SSE Arena as venue partner, and FloHockey as global streaming distributor.

The business model is a hybrid B2C/B2B sports franchise. B2C revenue is generated from gate receipts (240,000+ spectators per season, averaging 6,000+ per game), recurring season ticket subscriptions (sold out for 2026/27), premium suite hospitality, and merchandise sales. B2B revenue comes from a diversified sponsorship portfolio anchored by title sponsor Stena Line and including Belfast Harbour, Volvo/Agnew, Fastenal, BTL Medical, and 25+ secondary partners, alongside a 50:50 raffle compliant with the Betting, Gaming Lotteries and Amusements (Northern Ireland) Order 1985 with net profits gift-aided to the parent charity. The legal entity is OML Belfast Limited (NI 036962), with Robert Fitzpatrick as Chair (appointed April 2025), Adam Keefe as Head Coach, and Paul McMahon as CEO.

Name

Belfast Giants

Legal name

OML Belfast Limited

Website

https://belfastgiants.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

The Belfast Giants are the first and only professional ice hockey club on the island of Ireland, founded in 2000 and owned by The Odyssey Trust Company. They compete in the Elite Ice Hockey League at The SSE Arena Belfast, serving fans through matchday ticketing, merchandise, and corporate sponsorship.

Ownership category

akta.pro rank

Product category

Professional Ice Hockey Entertainment

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industries

Championship & Cup Organizers (MPAKADAB), Team Sports Matches (Club & National) (MPAGAMAB), Professional & Major League Stadiums (MPAKAEAA)

Keywords

• Professional ice hockey
• Live sports entertainment
• Elite hockey league
• NCAA hockey tournament
• Ice hockey merchandise

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices2 records

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 generated from individual game tickets and season tickets sold through Ticketmaster platform, including suite season tickets with premium hospitality
2. Merchandise Sales: Official Belfast Giants merchandise sold through the online store (belfastgiants.store) and physical store at The O2 Belfast
3. Sponsorship and Advertising: Corporate sponsorship agreements with major brands including Stena Line, Belfast Harbour, Volvo/Agnew, and numerous local/national partners; includes naming rights and brand activations
4. 50:50 Raffle and Promotions: 50:50 lottery compliant with Betting, Gaming Lotteries and Amusements Order 1985; net profits gift aided to The Odyssey Trust Company (registered charity)

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

The Belfast Giants are a professional ice hockey franchise competing in the Elite Ice Hockey League (EIHL), operating live home games at The SSE Arena Belfast. The club generates revenue through the sale of individual game tickets, season tickets (including Suite Season Tickets with premium hospitality), official merchandise via online and physical stores, and corporate sponsorship packages. They also host the Friendship Four and Friendship Series NCAA Division One collegiate ice hockey tournaments as annual flagship events.

Product overview

The Belfast Giants operate as the first and only professional ice hockey club on the island of Ireland, offering a portfolio of live sports entertainment and related products. The core offering centers on Elite Ice Hockey League (EIHL) games at The O2 Belfast, complemented by streaming via Giants TV, official merchandise through the online and physical Belfast Giants Store, and various ticketing options including individual game tickets, season tickets, suite season tickets, and group packages. The organization also runs the Friendship Four (men's) and Friendship Series (women's) collegiate ice hockey tournaments as annual flagship events, while the Game Day Guide and email newsletter provide supplementary fan engagement services.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets Full-season ticket packages granting access to all Belfast Giants home games in the Elite Ice Hockey League at The O2 Belfast, including Challenge Cup group games and pre-season friendlies. Does not include quarter-finals, semi-finals, or knockout games. Sold on an annual subscription basis with monthly installment payment plans.
• Suite Season Tickets Premium hospitality season tickets offering access to Suite 24 with fast-track VIP entrance via private lift, dedicated waiter service, snack menu, cloakroom facilities, ambient lighting, rooftop smoking deck access, and extended hospitality for one hour after games. Includes two pre-season friendlies.
• Game Tickets Individual match tickets for Belfast Giants home games at The SSE Arena, Belfast, available through Ticketmaster with categories including Family (two adults + two children under 16), Children (under 16), Students, Over 65, and Disabled with Essential Companion tickets.
• Belfast Giants Online Store Official e-commerce platform for purchasing Belfast Giants merchandise including jerseys, apparel, and accessories for the 2025/26 season.
• Belfast Giants Physical Store Physical retail location at The O2 Belfast where fans can purchase official Belfast Giants merchandise in person, with opening times posted on the website and Amazon Just Walk Out checkout technology.
• Giants TV The Belfast Giants' streaming platform offering live game broadcasts, match replays, and exclusive video content including interviews and behind-the-scenes footage.
• Friendship Four Tournament Annual NCAA Division One men's ice hockey tournament held at The SSE Arena, Belfast - the only such tournament outside North America. Features four U.S. college teams competing for the Belpot Trophy, promoting education, social welfare, and community interaction.
• Friendship Series NCAA Division One women's ice hockey tournament held at The SSE Arena, Belfast, expanded from earlier two-team series format to a four-team format in 2026.
• Group Tickets Discounted ticket packages for groups attending Belfast Giants home games, designed for corporate outings, fan clubs, and social groups.

Quantifiable outcome

• 240,000+ spectators annually
• +2 more outcomes

Named customers6 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

Feature1 record

Partnerships

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

• BTL Medical IrelandcoreStrategic or Co-development Partner · 23 February 2026Official rehabilitation partner providing state-of-the-art recovery technology. BTL, founded in the Czech Republic in 1993, has gifted the club three advanced systems: BTL Lymphatism, BTL Radial Shockwave, and BTL High Intensity Laser. The partnership supports the medical and performance team with clinically supported rehabilitation technology. BTL Medical Ireland also sponsors newest arrival Ben Freeman.
• WeevcoreStrategic or Co-development Partner · 16 February 2026Electric vehicle charging partnership with The Odyssey Trust. Weev has installed two 22kW AC chargers providing four charging points in the Lagan-side car park. Supports the sustainability journey of the Odyssey complex and aligns with the Trust's commitment to sustainable transport. Players and coaches also use electric Volvo vehicles through Agnew Belfast Volvo partnership.
• FastenalcoreGTM or Marketing Partner · 19 December 2025Official sponsor for 2025/26 season. Fastenal is a global leader in industrial distribution and supply chain solutions operating in 25 countries. This is Fastenal's first sponsorship in the Elite Ice Hockey League, enhancing brand exposure in Northern Ireland where they have operated since 2012. Fastenal has been an official NHL partner since August 2020.
• Stena LineflagshipGTM or Marketing PartnerPrimary title sponsor of the Belfast Giants (Stena Line Belfast Giants). Major ferry operator connecting Belfast with mainland Britain, supporting travel for the team and fans.
• Belfast HarbourcoreGTM or Marketing PartnerOfficial sponsor 2025/26. Belfast Harbour is the main maritime gateway for Northern Ireland, supporting trade and logistics.
• Agnew Belfast VolvocoreStrategic or Co-development PartnerVehicle sponsor providing fully electric Volvo EX30 and EX40 vehicles for Giants players and coaches. Demonstrates sustainability commitment across the organisation.
• Odyssey TrustflagshipOthersParent organisation owning and operating The O2 Belfast, W5, and the Belfast Giants. Registered charity (The Odyssey Trust Company Limited). Runs sustainability initiatives including solar panels, waste recycling programs, and EV charging infrastructure.
• O2 BelfastcoreOthersHome venue partner. The O2 Belfast (SSE Arena) is owned by The Odyssey Trust and serves as the primary venue for Belfast Giants home games and events.
• W5coreStrategic or Co-development PartnerScience discovery centre also owned by The Odyssey Trust. Partners on community initiatives including Science & Discovery Month during Friendship Four tournaments and The Big STEM Day events for local schoolchildren.
• Friendship Four Advisory BoardcoreStrategic or Co-development PartnerLegacy committee dedicated to growth and development of the Friendship Four tournament. Chaired by Martin McDowell, includes representatives from Boston institutions, NCAA universities, and local stakeholders. Meets twice yearly in Boston and Belfast.
• Cara Group TravelcoreChannel Partner/ Reseller/ DistributorNew England-based tour operator established in 2012, long-standing travel partner of the Friendship Four. Helps North American visitors with travel needs including 2026-2028 travel packages.
• FloHockeycoreChannel Partner/ Reseller/ DistributorOfficial streaming partner for Friendship Four tournaments. Streams games globally via FloHockey.tv and mobile/connected TV apps.
• TicketmasterflagshipChannel Partner/ Reseller/ DistributorOfficial ticketing partner for all Belfast Giants games, season tickets, and special events including Friendship Four.
• Additional Sponsors 2025/26minorGTM or Marketing PartnerCoolFM, Sendmybag, Britvic, Heineken, Warrior Sports, Ulster University, Lasell University, Sports Entertainment Tours, Spar, Love Belfast, Harry Corry, Cathedral Eye Clinic, GO, Qui Poutine, FonaCab, JK Coaches, McGuirks Golf, One Stop Mortgage Shop, Holywood Golf Club, Lockton, Kingsbridge Private Hospital, BetterGym Belfast, Foot Clinic NI, Belfast City Airport, Five Guys, Renta Merc, MB Chicken, Fun Station, Solarfix, Pure Michigan, Grenade

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dundee Stars: EIHL franchise in Scotland where former Belfast Giants head coach Jeff Mason previously served. Comparable as a UK Elite League ice hockey club with shared league economics and direct on-ice competition.
• Cardiff Devils: Welsh EIHL rival with a strong commercial operation and comparable attendance scale. Directly comparable as a top-tier UK ice hockey franchise competing for Elite League and Challenge Cup titles, with similar ticketing and sponsorship revenue streams.
• Nottingham Panthers: Historic EIHL club sharing the same Elite League competition and Challenge Cup structure. Comparable as a UK professional ice hockey franchise operating in a mid-sized British city, with similar ticket, hospitality, and sponsorship revenue mix.
• Glasgow Clan: Scottish EIHL rival and regular Giants opponent in the Elite League and Challenge Cup. Comparable as a UK professional ice hockey franchise with similar commercial structure and shared league economics.
• Manchester Storm: EIHL franchise based in a major UK metropolitan area. Directly comparable as an Elite League club with similar matchday revenue mix and competing in the same league/Challenge Cup/Playoff ecosystem.
• Coventry Blaze: Mid-tier EIHL rival competing in the same league and Challenge Cup. Comparable as a UK professional ice hockey franchise with shared league economics, similar ticket pricing tiers, and competing for sponsorship from UK corporate brands.
• Guildford Flames: EIHL club playing out of southern England with similar attendance and ticketing profile. Directly comparable as a UK Elite League ice hockey franchise in the same league competitive structure.
• Sheffield Steelers: Historic EIHL rival of the Belfast Giants and the league's most decorated club. Directly comparable as a UK professional ice hockey franchise with shared league structure, similar ticket/sponsorship/merchandise revenue model, and competing for the same EIHL championships.
• Fife Flyers: Historic Scottish EIHL franchise with long league tenure. Comparable as a UK professional ice hockey club operating in a smaller market with similar reliance on ticket sales, sponsorships, and matchday revenue.

Regional players

• Malmö Redhawks: Swedish Hockey League franchise with a comparable arena-based entertainment model. Comparable as a European professional ice hockey franchise operating a multi-revenue-stream model (tickets, sponsorships, hospitality, merchandise) in a mid-sized market, offering a benchmark for what a small-market European hockey franchise can scale into.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/belfastgiants
• YouTubeyoutube.com/belfastgiantstv
• Facebookfacebook.com/BelfastGiants
• LinkedInlinkedin.com/company/belfast-giants
• Instagraminstagram.com/belfastgiants

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Belfast Giants