EC Red Bull Salzburg

What EC Red Bull Salzburg does

EC Red Bull Salzburg GmbH (alternately Red Bulls, RBS) is a privately held Austrian professional ice hockey club headquartered in Salzburg, Austria, wholly owned by Red Bull. The club competes as defending champion of the win2day ICE Hockey League (a 13-team cross-border league spanning Austria, Italy, Hungary, and Slovenia) and participates in the Champions Hockey League (CHL), with the 2026/27 CHL home schedule featuring opponents including Kölner Haie (Germany), Rögle BK (Sweden), and Liberec (Czechia). Home games are played at the Eisarena Salzburg, a two-rink facility with 3,400 spectator capacity that is also offered for event hire during summer months. The legal entity is structured as an Austrian GmbH (private limited company).

The club operates a multi-product revenue model anchored on ticketing (single-game and season tickets priced at €15–€80 across standing/seated tiers, plus a four-team Red Bulls Salute invitational tournament with hotel-bundled weekend packages at €604 for two), branded merchandise (Bullshop storefront with player-customization options and discount cycles up to 70%), and sponsorship/marketing leverage through the Red Bull parent brand. Ancillary products include Red Bulls TV (an owned multimedia platform producing match highlights and behind-the-scenes content), the Eisarena venue hire, and partnership channels via league-level (win2day ICE Hockey League) and CHL ticketing platforms.

The talent and community arm comprises two wholly-owned subsidiaries: the Red Bull Ice Hockey Academy, opened in summer 2014 on roughly 100,000 square meters and housing approximately 400 young athletes under a 51% education / 49% sport model; and Rookie Bulls Salzburg, a beginner program. Community engagement extends to the Gratis Eislaufkurse program (since September 2015, in cooperation with ASKÖ Salzburg), delivering three free weekly ice-skating lessons to kindergarteners and elementary-school children, plus the Fans of the Future school-visit initiative. Distribution is overwhelmingly digital (ticket-onlineshop.com, redbullshop.com) alongside earned media and email. Geographic operations are concentrated in Austria with European competitive reach via CHL fixtures.

Name

EC Red Bull Salzburg

Legal name

EC Red Bull Salzburg GmbH

Website

https://ecrbs.redbulls.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

EC Red Bull Salzburg is an Austrian professional ice hockey club (EC Red Bull Salzburg GmbH) owned by Red Bull, competing in the win2day ICE Hockey League and Champions Hockey League while running the Red Bull Ice Hockey Academy, the Bullshop fan store, and community skating programs around the Eisarena Salzburg.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

EC Red Bull Salzburg is a professional Austrian ice hockey club that operates a competitive senior team in the win2day ICE Hockey League (domestic) and the Champions Hockey League (international). The club sells season tickets, single-game tickets, and tournament packages (including the Red Bulls Salute invitational in Zell am See-Kaprun), operates an official fan merchandise store (Bullshop), runs a video content platform (Red Bulls TV), and operates the Eisarena Salzburg venue and the Red Bull Ice Hockey Academy youth development program.

Product overview

EC Red Bull Salzburg is a professional Austrian ice hockey club that operates as a unified sports organization offering multiple interconnected products and services. The core offering is the competitive ice hockey team competing in the win2day ICE Hockey League (domestic) and Champions Hockey League (international). Revenue is generated through game attendance via season tickets and single-game tickets, supplemented by the Bullshop merchandise store. The club supports talent development through the Red Bull Ice Hockey Academy and maintains community engagement via the Gratis Eislaufkurse free skating lessons program. The annual Red Bulls Salute tournament serves as both a competitive event and community highlight, offering various ticket packages including hotel bundles. The Eisarena Salzburg serves as the home venue for competitions and public ice sports activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Ticket 2026/27 (Abokarte 2026/27) Season ticket package for EC Red Bull Salzburg home games, providing access to all regular season matches in the win2day ICE Hockey League. Available via ticket-onlineshop.com.
• Single Game Tickets Individual match tickets for home and away games across Pre-Season, Red Bulls Salute tournament, win2day ICE Hockey League, and Champions Hockey League (CHL) competitions.
• Red Bulls Salute Tournament International invitational ice hockey tournament held annually in Zell am See-Kaprun. The 2026 edition features four teams and includes ticket packages (single game, day tickets, and all-games packages) and weekend hotel bundles (e.g., €604 for two persons including two nights at Fish Inn Hotel).
• Bullshop (Fan Shop) Official fan merchandise store offering EC Red Bull Salzburg branded items including jerseys, apparel, and accessories with player customization options.
• Red Bulls TV Video platform providing match highlights, player interviews, behind-the-scenes content, and news coverage of EC Red Bull Salzburg.
• Eisarena Salzburg (Ice Arena) Home arena of EC Red Bull Salzburg, offering space for 3,400 visitors with two ice rinks (60x30m). Provides ice sports activities including ice hockey, figure skating, and public skating. Available for event hire during summer months.
• Red Bull Ice Hockey Academy Youth training center opened in summer 2014, housing approximately 400 young talents on approximately 100,000 square meters. Combines athletic training with living and studying, operating on a 51% education and 49% sport principle. Offers academy tours, team information, and application processes.
• Gratis Eislaufkurse (Free Ice Skating Lessons) Free ice skating lessons project founded in September 2015 in cooperation with ASKÖ Salzburg. Provides three free weekly ice skating lessons for kindergarten groups and elementary school classes (1st and 2nd grade) under guidance of Red Bulls ice hockey coaches.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights5 records

Direct peers

• Kölner Haie: Historic German DEL club scheduled as Salzburg's first 2026/27 CHL home opponent. Comparable as a CHL participant and established top-flight European ice hockey franchise with similar ticketing and merchandise operations.
• Rögle BK: Swedish SHL club and CHL 2026/27 opponent for Salzburg. Comparable as a top-flight Northern European hockey franchise with established academy development and merchandise operations.
• Vienna Capitals: Direct domestic league rival in the win2day ICE Hockey League. Highly comparable in target market (Austrian fans), league economics, ticketing, and CHL participation profile.
• HC Dynamo Pardubice: Czech Extraliga club and co-participant in the Red Bulls Salute 2026 tournament. Comparable as a top-tier Central European ice hockey franchise competing in CHL with established academy infrastructure.
• Mountfield HK: Czech Extraliga club scheduled as a Salzburg pre-season opponent. Comparable as a Central European top-flight hockey franchise competing in CHL with similar ticketing and league economics.
• HC Motor České Budějovice: Czech Extraliga club and Salzburg pre-season opponent. Comparable as a Central European professional ice hockey franchise with overlapping league, ticketing, and merchandise operations.
• Bili Tygři Liberec: Czech Extraliga club completing Salzburg's 2026 CHL home weekend. Comparable as a CHL-participating Central European hockey franchise with similar season ticket and merchandise offerings.
• Klagenfurter AC (KAC): One of Austria's most storied ice hockey clubs and a win2day ICE Hockey League competitor. Comparable as a championship-contending Austrian hockey brand competing in CHL with comparable ticketing and fan base dynamics.
• EHC Red Bull München: Sister club under the Red Bull ice hockey portfolio competing in Germany's DEL. Directly comparable in ownership structure, brand affiliation, academy model, and cross-league (CHL) participation, and an explicit tournament co-participant in the Red Bulls Salute invitational.
• EHC Biel-Bienne: Third club in Red Bull's European ice hockey portfolio, competing in Switzerland's National League. Shares the same parent, academy philosophy, and participation in the Red Bulls Salute tournament, making it a direct operational and strategic peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ec-red-bull-salzburg

Revenue estimate

Valuation estimate

Number of profiles

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 EC Red Bull Salzburg