Athens Rock Lobsters

What Athens Rock Lobsters does

The Athens Rock Lobsters is a privately held professional hockey franchise headquartered in Athens, Georgia, that competes in the Southern Professional Hockey League (SPHL) starting with the 2026-27 season after two seasons in the FPHL. The franchise plays home games at Akins Ford Arena (branded "The Tank") in downtown Athens, drawing 125,611 fans across 28 home games in 2025-26 — including 10 sellouts exceeding 5,500 attendees — and over 229,000 cumulative fans across its first two seasons. The team is operationally managed by a ~20-person staff led by President Scott Hull, EVP Bob McNamara, VP of Operations Anthony Schaaf, and CMO Britton Briley (also owner of agency Ghost Brands), with hockey operations led by GM/Head Coach Scott Burt following the April 2026 departure of Garrett Rutledge.

The franchise's core product is live professional hockey entertainment, monetized through a diversified revenue stack: ticket sales (season tickets, 10-Game Flex Book at $245-$330, single-game, group, premium seats, Family Four Packs), corporate sponsorships (dasher boards, ice logos, jersey/helmet/Zamboni, theme night, digital) anchored by flagship partner Akins Ford, merchandise via The Rock Shop, and ancillary fan monetization programs (5th Line Club premium membership, Little Lobsters Kids Club at $75-$100, Chuck-A-Puck fundraising, and add-on Fan Experiences like Bench Buddies, Sin Bin Warmups, and High Five Tunnel). The go-to-market is community-led and event-driven: the brand was built through a 9,000+ submission community naming initiative inspired by The B-52s' "Rock Lobster," and sustains engagement through themed game nights (Teddy Bear Toss, Star Wars Night, NASCAR Night, Military Appreciation Night), Brand Ambassador and Hometown Hero programs, school and nonprofit fundraising partnerships, and grassroots social media across Facebook, Instagram, LinkedIn, X, and YouTube.

Name

Athens Rock Lobsters

Legal name

Athens Rock Lobsters

Website

https://rocklobstershockey.com

Company type

Private

Founded year

2023

Operating status

Operating

Short description

The Athens Rock Lobsters is a privately held professional hockey franchise in Athens, Georgia, competing in the SPHL beginning 2026-27, that delivers live hockey entertainment and community-driven fan experiences to families, UGA students, local sponsors, and regional sports fans at Akins Ford Arena.

Ownership category

akta.pro rank

Headquarters

HQ city

Athens

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from single-game tickets, season tickets, group tickets, premium seats, family four packs, and the 10-Game Flex Book. Season tickets include benefits like early entry, buddy passes, and merchandise discounts.
2. Merchandise Sales: The Rock Shop sells team merchandise including jerseys, apparel, and accessories. Season ticket holders receive 10-15% discount on merchandise.
3. Sponsorship: Corporate sponsorship packages including dasher board signage, ice logo sponsorships, jersey sponsorships, helmet sponsorships, Zamboni sponsorships, theme night partnerships, digital advertising, LED ribbon board advertising, VIP hospitality and suites, and various in-game promotion opportunities.
4. 5th Line Club Premium Membership: Exclusive fan program where sponsors/families can 'adopt' a player for the season, including signed memorabilia, on-ice photos, locker room access, bench seats during warmups, and exclusive events.
5. Fan Experience Packages: Additional revenue from premium fan experiences including Bench Buddies, On-Ice Post Game Photos, Sin Bin Warmups, Performance Groups, National Anthem performances, Color Guard, Meet & Greets, and High Five Tunnel experiences.
6. Little Lobsters Kids Club: Kids club membership program ($75 for season ticket holders, $100 for non-season ticket holders) offering exclusive events, giveaways, and experiences for children ages 12 and under.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Athens Rock Lobsters fields a professional ice hockey team competing in the Southern Professional Hockey League (SPHL) and plays home games at the Classic Center arena in Athens, Georgia. The franchise sells ticketed live game attendance, season memberships, premium seating, themed game-night experiences, two fan-membership clubs (5th Line Club and Little Lobsters Kids Club), branded merchandise through The Rock Shop, fan-experience activities, and corporate sponsorship packages.

Product overview

The Athens Rock Lobsters is a professional hockey franchise that serves as the core product, competing in the SPHL (Southern Professional Hockey League). The product portfolio centers around live hockey game experiences at Akins Ford Arena (The Tank), supported by ticket products including Season Tickets, the 10-Game Flex Book, Single Game Tickets, Group Tickets, and Premium Seats. The organization differentiates through specialty Fan Experiences (Bench Buddies, Sin Bin Warmups, High Five Tunnel, Meet & Greets) and themed Theme Night Packages. Additional offerings include the exclusive 5th Line Club fan program, Little Lobsters Kids Club, Brand Ambassador Program, Chuck-A-Puck Fundraising for nonprofits, and merchandise through The Rock Shop. The portfolio also includes Corporate Sponsorship Packages and the Hometown Hero community recognition program.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Hockey Games Live Southern Professional Hockey League (SPHL) regular-season and playoff games played at the Classic Center arena in Athens, GA, open to the public as ticketed sporting events.
• Season Tickets Full-season subscription granting access to all home games during the SPHL regular season, typically with priority seating renewal and member benefits.
• 10-Game Flex Book Mini-plan subscription allowing buyers to redeem a pack of 10 tickets flexibly across any combination of home games throughout the season.
• Group Tickets Discounted bulk ticket packages sold to schools, businesses, community organizations, and other groups for Athens Rock Lobsters home games.
• Premium Seats Upgraded seat locations with enhanced amenities for fans seeking a premium game-day experience.
• Theme Night Tickets Special themed-game ticket packages that include unique in-game experiences and entertainment built around a specific night or theme such as the annual home schedule's themed events.
• Fan Experiences Paid fan activities and interactive game-day experiences available at home games, including meet-and-greet style engagements and on-ice participation opportunities.
• 5th Line Club Membership Premium fan membership program for adult supporters that includes exclusive benefits, content, and game-day perks delivered through a dedicated newsletter and member communications.
• Little Lobsters Kids Club Membership Children's fan club membership providing kids with exclusive team experiences, content, and kid-focused benefits during the season at a season-long price point.
• The Rock Shop Official Athens Rock Lobsters team merchandise store selling branded apparel, hats, and other team gear online and at home games.
• Corporate Sponsorship Packages Advertising and partnership packages sold to businesses for brand visibility, signage, and activation rights across Rock Lobsters games and digital channels.

Quantifiable outcome

• Drew 125,611 fans in 2025-26 season (28 home games), averaging ~4,486 fans per game with 10 sellouts
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

20 partnerships are on record, tiered core, minor, supporting and flagship.

• Ghost BrandscoreGTM or Marketing Partner · 1 January 2024Official agency of record for Athens Rock Lobsters. Ghost Brands manages all media requests, press credentials, branded materials, content creation, and coordinates the team's brand identity and storytelling. Britton Briley serves as Administrator for the team and owner of Ghost Brands.
• The B-52scoreStrategic or Co-development Partner · 1 January 2024Legendary Athens-born band behind the global hit 'Rock Lobster.' Their public embrace of the team name helped elevate the identity into a cultural alignment between sport and sound. Their label Crush Music also supported the team naming initiative.
• Widespread PanicminorStrategic or Co-development Partner · 1 January 2024Athens-born band considered during the community naming initiative. 'Classic City Panic' was one of five finalists for the team name before Athens Rock Lobsters was selected.
• Coca-Cola UnitedsupportingGTM or Marketing PartnerBeverage sponsor with locations in Athens.
• Roto RootersupportingGTM or Marketing PartnerPresenting sponsor for Bench Buddies fan experience program.
• Crush MusicminorStrategic or Co-development PartnerRecord label representing The B-52s that helped support and promote the Athens Rock Lobsters team name.
• Akins Ford Arena (The Tank)coreChannel Partner/ Reseller/ DistributorHome venue for Athens Rock Lobsters located in downtown Athens. Co-owned by local partners Barry and Nancy Cohen. Also serves as presenting partner for playoffs (Akins Ford).
• Piedmont OrthopedicssupportingOthersMedical partner providing Doc Lobster team physician services.
• Piedmont Internal MedicinesupportingOthersMedical partner providing team doctor services.
• Commerce Dental GroupsupportingOthersDental partner providing team dentist services.
• Classic City ChiropracticsupportingOthersHealthcare partner providing team chiropractor services.
• Akins FordflagshipGTM or Marketing PartnerFlagship sponsor and arena naming partner. Presenting partner for playoff events and major game-night experiences.
• Wild WilliessupportingGTM or Marketing PartnerSponsor for Rodeo Night events and accessory products.
• 23 DesignsupportingGTM or Marketing PartnerSponsor for Pucks & Paws themed events.
• FAB&T (First American Bank & Trust)supportingGTM or Marketing PartnerRegional banking sponsor.
• Panera BreadsupportingGTM or Marketing PartnerFood service sponsor with Athens location.
• Piedmont HealthcaresupportingGTM or Marketing PartnerHealthcare system sponsor with local Piedmont Athens regional hospital.
• DASH EventssupportingTechnology or IntegrationTechnology partner providing fan event and ticketing integration platform.
• Southern Professional Hockey League (SPHL)coreStrategic or Co-development PartnerThe professional hockey league the Athens Rock Lobsters will compete in beginning with the 2026-27 season. Founded in 2004, the SPHL comprises 12 teams across southeastern and midwestern United States. Commissioner Doug Price welcomed Athens to the league.
• Federal Professional Hockey League (FPHL)supportingStrategic or Co-development PartnerPrevious league affiliation (2024-2026). The team transitioned from FPHL to SPHL for 2026-27 season.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/LobsterHockey
• YouTubeyoutube.com/@AthensRockLobsters
• Facebookfacebook.com/rocklobsterhockey
• LinkedInlinkedin.com/company/athens-rock-lobsters
• Instagraminstagram.com/athensrocklobsters

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Athens Rock Lobsters