Brampton Honey Badgers

What Brampton Honey Badgers does

The Brampton Honey Badgers are a professional basketball franchise competing in the Canadian Elite Basketball League (CEBL). The franchise was founded in 2017 as the Hamilton Honey Badgers and relocated to Brampton, Ontario in 2022, becoming Brampton's only professional sports team. The team won the CEBL Championship in 2022 and plays a 24-game summer schedule (May through August) out of the CAA Centre, a 5,000-seat venue.

The franchise monetizes through ticketing (single-game, season memberships, and half-season memberships starting at $20 per game), merchandise, corporate sponsorship packages, premium seating, and group/community experiences including youth sports programs, birthday parties, fan tunnel access, and paid player or team appearances under the "Book the Honey Badgers" offering. Distribution extends nationally via a CBC broadcasting partnership, while the team's community footprint is anchored by a multi-year partnership stack with local brands such as Kotak Law, Bramalea City Centre, Frost GMC, and Dilawri.

Operations entered a reset phase in 2026 under new ownership led by Leonard Asper. The team executed a near-complete roster rebuild (retaining only one player), a new coaching staff, and a new front office, supplemented by the signing of NBA forward Trentyn Flowers and the appointment of Dr. Don Kalkstein as the franchise's first Director of Mental Performance. Firmographic headcount is reported at 1–10, and no AI/technology platform or data products are disclosed in the source material.

Name

Brampton Honey Badgers

Legal name

Brampton Honey Badgers

Website

https://honeybadgers.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Brampton Honey Badgers are a professional CEBL basketball franchise and Brampton's only pro sports team, playing a summer season at the CAA Centre and generating revenue from tickets, merchandise, sponsorships, and community programming.

Ownership category

akta.pro rank

Product category

Professional Basketball

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE)

Keywords

• Professional basketball team
• Sports entertainment
• Live game tickets
• Team merchandise sales
• Sports sponsorship packages

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Revenue from single-game tickets, season ticket memberships, half-season memberships, group tickets, and theme game packages. Tickets available through Ticketmaster and direct website sales.
2. Merchandise Sales: Online shop selling jerseys, apparel, hats, youth merchandise, and basketballs through their e-commerce storefront.
3. Corporate Sponsorships & Partnerships: Official partnerships with corporate sponsors including Kotak Law, Dilawri Group/Frost GMC, Bramalea City Centre, Sandman Hotels, GoodLife Fitness, and others. Includes branded game presentations, signage, and promotional activities.
4. Group Experiences & Bookings: Revenue from youth sports experiences on the team court, group performances (dance teams, anthem singers), birthday parties, and the Book a Pro/community appearance program.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The Brampton Honey Badgers field a professional basketball team in the Canadian Elite Basketball League (CEBL), playing home games at the CAA Centre in Brampton, Ontario. The franchise sells live game access to fans through season tickets, single-game tickets, half-season memberships, group experiences, and corporate hospitality packages, alongside team-branded merchandise. As the 2022 CEBL Champion, the team combines on-court competition with community outreach and corporate sponsorship activations.

Product overview

The Brampton Honey Badgers offer a comprehensive suite of basketball entertainment products centered around CEBL game attendance and merchandise. The core offerings include individual game tickets, season ticket memberships, and half-season memberships for game access at the CAA Centre venue. Premium experiences include courtside seating, private suites, and group experiences such as youth sports on-court games, fan tunnel entries, anthem performances, and birthday parties. The organization also provides ancillary services including a free game day shuttle and a 'Book the Honey Badgers' program for community appearances. A branded merchandise line featuring jerseys, apparel, and accessories is sold through the team shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets Full-season ticket package granting individual fans reserved seating access to all Brampton Honey Badgers home games at the CAA Centre during the CEBL regular season and playoffs.
• Single Game Tickets Individual-game admission tickets sold to fans for a specific Brampton Honey Badgers home game at the CAA Centre, distributed through Ticketmaster.
• Half Season Memberships Mid-tier ticket membership covering half of the home schedule, offered to individual fans seeking regular access at a lower commitment than a full season ticket.
• Corporate Packages Tailored sponsorship and hospitality packages for corporate clients, including brand activation, group seating, and premium game-day experiences at the CAA Centre.
• Group Experiences Group outing packages for schools, community organizations, and large parties attending Brampton Honey Badgers home games together at the CAA Centre.
• Team Merchandise Officially licensed Brampton Honey Badgers apparel and merchandise sold directly to fans through the team's online store.

Quantifiable outcome

• Nearly 4.1 million Canadians reached through CEBL broadcast platforms
• +4 more outcomes

Named customers3 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

18 partnerships are on record, tiered major, core and minor.

• Kotak LawmajorGTM or Marketing PartnerPresenting sponsor of the annual Salute to Service game, honoring veterans, active service members, first responders, and frontline workers. Partnership includes game presentation elements and community engagement activities.
• Bramalea City CentremajorGTM or Marketing PartnerOfficial partner for a fourth consecutive season. Provides shuttle service to games from Bramalea City Centre, joint promotional activities, and community engagement at the shopping center.
• Frost GMC Dilawri GroupmajorGTM or Marketing PartnerOfficial automotive partner. Frost Chevrolet Buick GMC vehicles displayed outside CAA Centre on game days. As Canada's largest automotive group, Dilawri provides vehicle displays and promotional support.
• Sandman Signature Toronto Airport HotelcoreGTM or Marketing PartnerOfficial hotel partner providing team accommodation and hosting players during road trip preparation. Includes team bonding activities like the Pillowcase Challenge.
• GoodLife FitnesscoreGTM or Marketing PartnerPresenting sponsor of the 'Dunk of the Game' segment, promoting player highlights and fan engagement during home games.
• City of BramptonmajorStrategic or Co-development PartnerStrategic partner for community engagement. Collaboration on annual Camp Day Game and broader youth development initiatives. Mayor Patrick Brown actively supports team initiatives.
• Game6 Sports AcademycoreStrategic or Co-development PartnerCommunity basketball partner supporting youth development. Players conduct clinics and mentoring sessions at the academy. Game 6-sponsored theme game on July 5.
• Maple Lodge FarmsminorGTM or Marketing PartnerSponsor of the Maple Lodge Tailgate event before home games, providing food and fan engagement activities.
• Maverick Insurance BrokersminorGTM or Marketing PartnerOfficial insurance partner providing promotional support and community engagement.
• Algoma UniversityminorGTM or Marketing PartnerCommunity partner with monthly 'Community Leader of the Month' feature highlighting local basketball coaches and community leaders.
• Sheridan CollegeminorGTM or Marketing PartnerEducational institution partner supporting community engagement and potential student development programs.
• CBC SportsmajorChannel Partner/ Reseller/ DistributorBroadcast partner streaming Honey Badgers games on CBC Gem, CBC YouTube, and television. Partnership includes the CBC Zone fan experience at select games.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing platform for all ticket sales including single-game tickets, season memberships, and group bookings.
• ISOLEGENDZminorStrategic or Co-development PartnerBasketball training partner hosting 1v1 tournament after select home games. Joint promotional activities around skill development.
• Experience BramptonminorGTM or Marketing PartnerTourism and experience partner promoting local Brampton attractions and events.
• CEBL (Canadian Elite Basketball League)coreStrategic or Co-development PartnerThe Honey Badgers compete in the CEBL, a 10-team league across six provinces. Partnership includes shared broadcast platforms (CEBL+), league-wide sponsorships, and talent development programs.
• SpaldingminorGTM or Marketing PartnerLeague partner and official basketball equipment supplier for the CEBL.
• OLG (Ontario Lottery & Gaming)minorGTM or Marketing PartnerLeague partner through Proline sports betting platform, providing additional fan engagement opportunities.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Montreal Alliance: CEBL franchise operating in a larger bilingual Canadian market with similar business model (tickets, merch, sponsorships) and shared league broadcast partnerships. Direct league peer.
• Ottawa BlackJacks: Another original CEBL franchise competing in the same Canadian Elite Basketball League, sharing broadcast deals, league sponsors, and a similar Eastern Conference fan base. Most directly comparable CEBL peer.
• Calgary Surge: CEBL expansion franchise with similar market profile, venue scale, and youth/community engagement model. Direct league peer.
• Saskatchewan Rattlers: Western Conference CEBL franchise, comparable in scale, season structure, and revenue mix to the Honey Badgers. Another league-level operational peer.
• Vancouver Bandits: Western Conference CEBL franchise, one of the league's longer-tenured members, sharing league revenue model and broadcast partnerships with the Honey Badgers.
• Edmonton Stingers: Western Conference CEBL franchise and prior league champion. Operates with similar revenue model and 5,000-seat-class venues, making it a strong structural and operational peer.
• Niagara River Lions: CEBL Eastern Conference franchise with comparable size, Ontario footprint, and similar mix of ticketing, sponsorship, and group-experience revenue streams. Direct league peer.
• Scarborough Shooting Stars: Toronto-area CEBL franchise and Eastern Conference rival. Competes for the same Greater Toronto Area basketball fans, sponsors, and media attention, sharing the GTA market with the Honey Badgers.
• Winnipeg Sea Bears: CEBL expansion franchise competing with comparable venue size and same league broadcast/sponsorship economics. Direct peer within the CEBL member-club system.

Broad incumbents

• Toronto Raptors (NBA): The NBA franchise in the same Greater Toronto Area market. While not a direct competitor at the same price point or tier, the Raptors compete for the same basketball fan attention and corporate sponsors in the GTA and serve as the upper-tier benchmark the CEBL pipeline feeds into.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@cebleague
• LinkedInlinkedin.com/company/honeybadgers
• Instagraminstagram.com/honeybadgers
• Xx.com/honeybadgerscan
• Facebookfacebook.com/honeybadgerscan

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Brampton Honey Badgers