Club de hockey le Phœnix de Sherbrooke

What Club de hockey le Phœnix de Sherbrooke does

Club de hockey le Phœnix de Sherbrooke is a privately operated junior ice hockey franchise competing in the LHJMQ (Ligue de hockey junior majeur du Québec), the Quebec division of the Canadian Hockey League (CHL). The team plays its home games at the Palais des sports in Sherbrooke, Quebec, and develops players aged roughly 15–20 with a development pipeline that historically feeds the NHL. Founded around 2006 and rebranded to its current Sherbrooke identity following relocation from Woodstock in 2012, the franchise combines on-ice competition with a portfolio of community and ancillary programs, including school visits, minor hockey outreach, the Onyx mascot program, the host family (famille d'hébergement) billet network, and charitable fundraising through the Justin Lefebvre Foundation.

The franchise monetizes through five primary streams: ticket sales (individual games, season subscriptions for the 2026-2027 season, and group packages), corporate sponsorships (tiered into official partners such as Delta Hotels and ProGym, and regular sponsors including Budweiser/Labatt, Pepsi, Desjardins, Canac, Assurancia, and AMR, plus municipal-level support from the Ville de Sherbrooke), merchandise sales via the Shoplightspeed e-commerce storefront, a 50/50 in-arena and online lottery, and broadcasting rights via the Flo Hockey platform under a partnership with Flo Sports and supplementary distribution through a Messenger channel. Complementary programs include the 15th-edition ProGym recruit camp, Forfaits Packs bundle offers, a Phoenix Education Fund (Fonds d'études) with associated Loto-Études lottery, corporate hospitality spaces, and the Mini Match Tim Hortons youth engagement program.

The organization is led by a small administrative staff (headcount disclosed as 1–10, separate from the playing roster) and operates from a single headquarters location anchored by the Palais des sports arena. The go-to-market motion is event-driven: home games serve as the primary acquisition and monetization touchpoint, amplified by organic social channels (Facebook, X, YouTube, Instagram), email newsletters, community outreach, and a network of corporate and institutional partnerships.

Name

Club de hockey le Phœnix de Sherbrooke

Legal name

Club de hockey le Phœnix de Sherbrooke

Website

https://hockeyphoenix.ca

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

The Sherbrooke Phoenix is a privately operated junior hockey franchise in the LHJMQ (CHL) that plays home games at the Palais des sports in Sherbrooke, Quebec, developing players for professional hockey while driving revenue through tickets, sponsorships, merchandise, lottery, and broadcasts for local fans, families, and regional corporate partners.

Ownership category

akta.pro rank

Product category

Junior Hockey 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

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industries

Ice Rinks & Winter Sports Facilities (MPAKAEAG), Recreational & Intramural Sports Programs (MPAKACAG)

Keywords

• Junior hockey team
• QMJHL franchise
• Sports entertainment
• Live hockey games
• Hockey merchandise

Headquarters

HQ city

Sherbrooke, Quebec

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue generated from individual game tickets, season subscriptions for 2026-2027, and group packages for games at the Palais des sports arena.
2. Sponsorships and Corporate Partnerships: Corporate sponsorship revenue including official partners (Delta Hotels, ProGym), regular sponsors (Budweiser, Pepsi, Desjardins, Canac, and others), and ambassador partnerships.
3. Merchandise Sales: Online retail store selling team merchandise, apparel, and memorabilia through phoenix-de-sherbrooke.shoplightspeed.com.
4. 50/50 Lottery: Lottery revenue generated through 50/50 draw events during home games, with online lottery sales through phoenixdesherbrooke5050.ca.
5. Broadcasting Rights: Revenue from broadcasting partnerships including live game streaming through Flo Sports and Messenger channel distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

The Sherbrooke Phoenix is a junior ice hockey team competing in the LHJMQ (Quebec Major Junior Hockey League) within the Canadian Hockey League (CHL), playing home games at the Palais des sports arena in Sherbrooke, Quebec. The team's fundamental offering consists of live game entertainment (season subscriptions, group tickets, single-game tickets) supported by ancillary revenue streams including corporate hospitality packages, an online merchandise boutique, a 50/50 lottery, live game streaming via Flo Hockey, and youth development programs such as the ProGym rookie recruit camp and the Mini Match Tim Hortons youth hockey program.

Product overview

The Sherbrooke Phoenix is a junior hockey team in the QMJHL that operates as a single-entity sports entertainment organization. The core offering consists of live hockey games at the Palais des sports arena, supported by ancillary products including season ticket subscriptions (Abonnements de saison), group and corporate packages (Forfaits Packs, Espaces corporatifs), and the official merchandise boutique. The team runs complementary programs such as the 50/50 lottery (Loterie 50/50), the ProGym rookie recruitment camp, the Onyx mascot program, Mini Match Tim Hortons youth hockey events, and the Phoenix Education Fund (Fonds d'études). Live game streaming is available via the Flo Hockey platform, and the team maintains a host family program for player billet housing.

Differentiator

Problem solved

Functional benefit

Products and services

• Abonnements de saison (Season Subscriptions) Season ticket packages providing access to all Phoenix home games at the Palais des sports arena during the regular junior hockey season, designed for dedicated local fans and families in the Sherbrooke region.
• Forfaits Packs (Bundle Packages) Combined ticket, merchandise, and benefits bundle packages for Phoenix fans seeking an enhanced game-day experience.
• Espaces corporatifs (Corporate Hospitality Spaces) Premium corporate hospitality suites and event spaces at the Palais des sports designed for business entertainment, client hosting, and B2B networking.
• Forfaits de groupe (Group Packages) Group ticket packages tailored for organizations, schools, and large parties attending Phoenix home games at the Palais des sports.
• Loterie 50/50 (50/50 Lottery) 50/50 raffle lottery program held during Phoenix home games, with online ticket purchasing through phoenixdesherbrooke5050.ca, supporting community fundraising initiatives.
• Boutique du Phoenix (Online Merchandise Store) Online merchandise store selling Sherbrooke Phoenix team apparel, memorabilia, and official gear to fans globally via the Shopify Lightspeed e-commerce platform.
• Fonds d'études du Phoenix (Phoenix Education Fund) Education fund program supporting Phoenix players' academic development during their junior hockey careers, supplemented by Loto-Études lottery fundraising events.
• Camp des recrues ProGym (ProGym Recruit Camp) Annual rookie recruitment camp operated in partnership with ProGym, providing elite hockey development opportunities for young prospects aspiring to play in the QMJHL.
• Mini Match Tim Hortons (Youth Mini Match Program) Youth hockey program featuring mini matches sponsored by Tim Hortons, designed to engage minor hockey players and develop community hockey participation.
• Diffusion du match (Live Game Streaming) Live game streaming service distributed via the Flo Hockey broadcasting platform, enabling remote viewing of Phoenix games for fans outside the Sherbrooke region.
• Famille d'hébergement (Host Family Program) Billet housing program pairing out-of-town Phoenix players with local Sherbrooke host families who provide accommodation and support during the junior hockey season.
• Ta fête à l'écran (Birthday On-Screen Package) Birthday celebration package that provides on-screen recognition of the celebrant during Phoenix home games at the Palais des sports arena.
• Programme de match (Official Game Program) Official game program publication available for purchase at Phoenix home matches, providing team information, player rosters, and event details.
• Onyx (Team Mascot Program) Team mascot program featuring Onyx, the official Phoenix mascot, providing game-day entertainment and fan engagement experiences.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, minor and regular.

• ProGymcoreStrategic or Co-development Partner · 1 January 2026ProGym is the official training and development partner for the Phoenix's recruit camp program. The partnership, now in its 15th year (2026), provides elite hockey development opportunities for young prospects attending the team's annual ProGym recruit camp.
• Delta Hotels by Marriott Sherbrooke Conference CentrecoreGTM or Marketing PartnerOfficial hotel partner providing accommodation services for visiting teams and contributing to corporate partner packages.
• Hockey SherbrookecoreStrategic or Co-development PartnerRegional hockey governing body partnership supporting local hockey development and community engagement initiatives.
• Fondation Justin LefebvreminorGTM or Marketing PartnerCharitable foundation partnership for community fundraising and social cause initiatives.
• Flo SportscoreTechnology or IntegrationOfficial broadcasting partner for live game streaming through the Flo Hockey platform, enabling global reach for game coverage.
• Budweiser (Labatt)regularGTM or Marketing PartnerOfficial beer sponsor with arena signage and branding presence at home games.
• DesjardinsregularGTM or Marketing PartnerFinancial services partner with arena presence and community sponsorship initiatives.
• CanacregularGTM or Marketing PartnerHardware and home improvement retail sponsor with local community ties in Sherbrooke region.
• PepsiregularGTM or Marketing PartnerOfficial beverage sponsor providing non-alcoholic beverage products for arena concession and events.
• AssuranciaregularGTM or Marketing PartnerInsurance company sponsor with arena branding presence.
• AMR (Assurances et services)regularGTM or Marketing PartnerInsurance and services sponsor with arena branding presence.
• Ville de SherbrookecoreGTM or Marketing PartnerMunicipal government partnership supporting local sports infrastructure and community sports programming.
• Messagerie MessengerregularTechnology or IntegrationOfficial communication channel partner for team updates and fan engagement via Messenger platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Quebec Remparts: Historic LHJMQ franchise based in Quebec City. Comparable in operating model, league structure, and youth-development focus; the larger metropolitan Quebec City market differentiates scale but the business mechanics are essentially identical.
• Shawinigan Cataractes: LHJMQ team in Shawinigan, Quebec. Closely comparable in city size, francophone Quebec market dynamics, and CHL-aligned operations.
• Cape Breton Eagles: LHJMQ team in Cape Breton, Nova Scotia. Direct peer under the same CHL umbrella; useful regional comparator for understanding Atlantic Canada junior hockey economics vs. Sherbrooke's Quebec context.
• Baie-Comeau Drakkar: LHJMQ franchise in Baie-Comeau along the North Shore of Quebec. Operates under the same league rules, player development model, and revenue mix as the Phoenix in another smaller Quebec market.
• Victoriaville Tigres: LHJMQ franchise in Victoriaville, Quebec. Another small-city Quebec team with the same junior hockey operating model, sponsorship mix, and community engagement programming as the Phoenix.
• Drummondville Voltigeurs: LHJMQ team in Drummondville, Quebec — a similarly sized mid-tier Quebec city to Sherbrooke. Direct comparable in market size, demographics, francophone small-city economics, and revenue streams.
• Chicoutimi Saguenéens: Fellow LHJMQ franchise based in Saguenay, Quebec. Operates under identical league/CHL structure, same revenue model (tickets, sponsorships, merchandise, lottery), and serves a similar mid-sized Quebec francophone market — making it the closest direct peer to the Sherbrooke Phoenix.
• Rouyn-Noranda Huskies: LHJMQ team based in Rouyn-Noranda. Comparable Quebec-junior hockey operating model; smaller regional market with similar reliance on local sponsors and community-driven ticket revenue.
• Acadie-Bathurst Titan: LHJMQ franchise based in Acadie-Bathurst, New Brunswick. Shares identical league and CHL structure; differs geographically but operates the same junior hockey revenue model and community-driven programming.
• Blainville-Boisbriand Armada: LHJMQ team in the greater Montreal suburbs (Blainville-Boisbriand). Direct peer in league structure and revenue model; benefits from a larger catchment but otherwise shares identical business mechanics with the Phoenix.

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/PhoenixSherbroo
• YouTubeyoutube.com/channel/UC35K5knQ710QKipfI-Ph3vQ
• Facebookfacebook.com/phoenixsherbrooke
• Instagraminstagram.com/phoenixsherbrooke
• LinkedInlinkedin.com/company/club-de-hockey-le-ph%C5%93nix-de-sherbrooke

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 Club de hockey le Phœnix de Sherbrooke