Da Beauty League

What Da Beauty League does

Da Beauty League is a private, recreational summer hockey league founded in 2015 and based in Edina, Minnesota. It operates on a single-venue, event-driven model: a season of 4-on-4 hockey games featuring active and former NHL players (including Dustin Byfuglien, Ryan McDonagh, Jake Guentzel, TJ Oshie, Brock Boeser, James van Riemsdyk, and Nick Leddy) held at Braemar Arena from July through August, with a unique rule set including the Double Puck feature. John Scott, the 2016 NHL All-Star Game MVP, serves as quasi-Commissioner and the league's primary brand figure. The league donates proceeds to four hockey non-profits — United Heroes League, Hendrickson Foundation, Herb Brooks Foundation, and Shine A Ligh7 — under a "#ForDaKids" charitable mandate.

The product surface is narrow and event-centric: (1) game tickets sold exclusively through the TIXR platform, (2) a 32auctions silent auction of signed player jerseys (50+ items in 2025, $50–$445) supporting charities, (3) branded merchandise sold through a third-party storefront (Sotastickco), and (4) live game streaming on YouTube (@dabeautyleague) and BallerTV. The technology stack is a WordPress website, standard ticketing/auction/e-commerce platforms, and video streaming — there is no proprietary software or AI capability. Marketing is conducted exclusively via organic social channels (Twitter, Facebook, Instagram, TikTok, Snapchat) plus an email newsletter.

The business model is a diversified mix of consumer ticket sales, transactional merchandise, charity-driven auction revenue, and regional corporate sponsorship (Tria Orthopedics, Element Electronics, Tradition Companies, Anderson Group Inc., Walser dealerships, Pritz & Pitzel CPA, TIXR, Dick's House of Sport). There is no disclosed pricing, no disclosed revenue, no funding rounds, no headcount figures, and no institutional investment. The customer base is a long-tail of families and die-hard hockey fans in the Minnesota "State of Hockey" market, supplemented by global streaming viewership. The company is an independent private organization with no parent company, no subsidiaries, and no public-market presence.

Name

Da Beauty League

Legal name

Da Beauty League

Website

https://dabeautyleague.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Da Beauty League is a private, seasonal 4-on-4 summer hockey league in Edina, MN, featuring NHL players at Braemar Arena with ticketing, merchandise, and charity jersey auctions.

Ownership category

akta.pro rank

Product category

Sports Entertainment

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Professional Live Sports Leagues & Tours (MPAGAMAA)

akta.pro secondary industries

Ice Hockey Leagues (MPAKAAAE), Championship & Cup Organizers (MPAKADAB), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

Keywords

• Summer hockey league
• Recreational hockey events
• NHL exhibition games
• Charity hockey tournaments
• Hockey merchandise sales

Headquarters

HQ city

Edina

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue generated from selling tickets to seasonal hockey games featuring NHL players at Braemar Arena. Games run from July through August with multiple nights of competition.
2. Merchandise Sales: Sale of branded merchandise including apparel through Sotastickco e-commerce platform.
3. Jersey Auctions: Silent auction fundraiser selling signed player jerseys from NHL athletes to support charitable causes. Auctions conducted through 32auctions platform with items ranging from $50 to $445.
4. Sponsorship: Corporate sponsorship from organizations including Tria Orthopedics, Element Electronics, Tradition Companies, Anderson Group Inc., Walser dealerships, Pritz & Pitzel CPA, and TIXR.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Da Beauty League operates a recreational summer hockey league that hosts 4-on-4 exhibition games featuring current and former NHL players at Braemar Arena in Edina, Minnesota. The league sells tickets to live games, offers branded merchandise, runs signed player jersey auctions, and secures corporate sponsorships, with the majority of proceeds donated to hockey-related charities.

Product overview

Da Beauty League is a single-event recreational hockey league offering seasonal games featuring NHL players at Braemar Arena in Edina, MN, alongside ancillary offerings including a merchandise store and an annual jersey auction fundraiser. The core product is the game event itself, supplemented by ticket sales, merchandise, and charity-focused fundraising auctions.

Differentiator

Problem solved

Functional benefit

Products and services

• Da Beauty League Summer Games Live 4-on-4 summer hockey exhibition games featuring current and former NHL players, held at Braemar Arena in Edina, Minnesota during the NHL off-season and open to individual ticket-buying fans and families.
• Da Beauty League Branded Merchandise League-branded apparel and merchandise sold online through the Sotastickco e-commerce platform, targeting hockey fans and individual consumers who want to support the league.
• Signed NHL Player Jersey Auctions Charity-focused auctions of signed jerseys from participating NHL players, hosted on the 32auctions platform, with proceeds benefiting hockey-related charities.

Quantifiable outcome

• Over 50 signed jerseys auctioned in 2025 season with individual items selling for up to $445
• +1 more outcomes

Named customers10 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

16 partnerships are on record, tiered core and minor.

• Tria OrthopedicscoreGTM or Marketing PartnerTRIA has been at the forefront of orthopedic medicine in the Midwest since 2005. With orthopedics, sports medicine, physical therapy, orthopedic urgent care, and same-day surgery center, they offer comprehensive care. Serves as a sponsor supporting Da Beauty League operations.
• Element ElectronicscoreGTM or Marketing PartnerElement's mission is to make high-quality consumer electronics and appliances accessible to everyone. The company culture is driven by this mission and supports Da Beauty League as a sponsor.
• Tradition CompaniescoreGTM or Marketing PartnerTradition Companies is committed to the highest standards of quality, craftsmanship, community involvement, and customer dedication through responsive communication and overall service. Provides sponsorship support.
• Anderson Group Inc.coreGTM or Marketing PartnerAnderson Group Inc. is a holding company that specializes in acquiring businesses in the construction industry. They aim to acquire synergistic companies with strong leadership and high growth potential. Sponsors Da Beauty League events.
• WalsercoreGTM or Marketing PartnerWalser dealerships offer solid selection of new and pre-owned vehicles with a qualified finance team. Supports Da Beauty League through sponsorship.
• Pritz & Pitzel CPAminorGTM or Marketing PartnerLocal CPA firm providing sponsorship support to Da Beauty League.
• TIXRcoreChannel Partner/ Reseller/ DistributorTIXR provides ticketing platform services for Da Beauty League. All ticket sales are processed through TIXR groups/platform. Primary revenue channel for game attendance.
• 32auctionscoreChannel Partner/ Reseller/ DistributorProvides online silent auction platform for Da Beauty League jersey auctions. Enables charitable fundraising through digital auction functionality.
• Braemar ArenacoreStrategic or Co-development PartnerBeautiful Braemar Arena in Edina, MN is the home venue for Da Beauty League. One of the best rinks in the State of Hockey with three sheets of ice. Originally built in 1965 and home to Edina Hornets and Da Beauty League.
• WinnesotaminorGTM or Marketing PartnerMinnesota-based company sponsoring Da Beauty League as shown in arena signage.
• FanaticsminorGTM or Marketing PartnerSports merchandise retailer sponsoring Da Beauty League as shown in arena signage.
• Dick's House of SportcoreGTM or Marketing PartnerSponsors the Double Puck feature during games where goals count as double during a 2-minute window. Each team gets one Double Puck opportunity per game.
• United Heroes LeaguecoreOthersUnited Heroes League provides sports equipment, sports camps, subsidizes association fees, and distributes sporting event tickets to military children. Da Beauty League donates proceeds to support their mission.
• Hendrickson FoundationcoreOthersThe Hendrickson Foundation seeks to enrich the lives of individuals with disabilities and their families through the game of hockey. Da Beauty League supports this foundation through charitable donations.
• Herb Brooks FoundationcoreOthersThe Herb Brooks Foundation manages programs including golf tournaments and used equipment drives designed to improve the game, improve players, and increase their opportunities to play hockey.
• Shine A Ligh7coreOthersShine A Ligh7 is a 501(c)(3) non-profit that provides support to charitable agencies addressing the critical needs of children. Their vision is a world where no stigma is attached to mental health and youth are empowered to share their stories.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NHL Alumni Association Games: The NHL Alumni Association organizes exhibition hockey games featuring former NHL players for charity and community engagement across North America. The alumni games share Da Beauty League's format of professional player exhibitions with charitable proceeds, making them a close operational and conceptual peer.
• NHL All-Star Celebrity Game: The NHL All-Star Celebrity Game is an annual exhibition featuring NHL players alongside celebrities, staged around the NHL All-Star Weekend. It overlaps with Da Beauty League's core concept of NHL players in a casual, fan-friendly exhibition format with entertainment value beyond competitive play.
• Labatt Blue US Pond Hockey Championships: The US Pond Hockey Championships is a Minnesota-based recreational pond hockey tournament that has historically attracted NHL alumni and celebrities, with a community-and-charity orientation similar to Da Beauty League. Both operate as branded recreational hockey events with charitable/community components in the Minnesota hockey ecosystem.
• Spengler Cup: The Spengler Cup is an annual invitational ice hockey tournament held in Davos, Switzerland, traditionally featuring club teams with NHL player participation during the holiday window. It is directly comparable to Da Beauty League as a non-NHL invitational hockey event that monetizes professional player participation through tickets, broadcasting, and sponsorship in a community setting.

Broad incumbents

• American Hockey League (AHL): The AHL is the second-tier professional ice hockey league in North America, operating 32 teams across the U.S. and Canada with full seasons. While far larger in scale, the AHL is the closest broad-incumbent peer in the hockey-league operating model with shared sponsorships, ticketing, and broadcast structures, against which Da Beauty League's smaller exhibition league must compete for fan attention and sponsor dollars.

Emerging players

• Battle of the Blades: Battle of the Blades is a CBC television competition pairing hockey players with figure skaters. It is comparable to Da Beauty League as an entertainment-first property that leverages professional hockey players' personas and offseason availability, though it operates as a TV production rather than a ticketed live event series.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights10 records

Customer concentration

• Xx.com/DaBeautyLeague
• YouTubeyoutube.com/@dabeautyleague
• Facebookfacebook.com/dabeautyleague
• Instagraminstagram.com/dabeautyleague_official
• TikToktiktok.com/@dabeautyleague?lang=en
• LinkedInlinkedin.com/company/da-beauty-league

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 Da Beauty League