Iowa Heartlanders

What Iowa Heartlanders does

The Iowa Heartlanders are a professional ice hockey franchise competing in the ECHL and the first such franchise based in Iowa, founded in 2021 and headquartered in Coralville. The team plays home games at Xtream Arena as a developmental affiliate of the NHL's Minnesota Wild and the AHL's Iowa Wild, with more than 35 players called up to the AHL since the 2021-22 season. Core operations center on the live game product, with single-game tickets starting at $10, Family 4-Pack bundles from $69, and season-ticket membership plans. The Heartlanders run a multi-channel distribution model including the Xtream Arena box office, eVenue online ticketing, FloHockey streaming, KCJJ 1630 AM radio, and MC22 television, alongside a Shopify-based merchandise store and a calendar subscription feed across Apple, Google, Microsoft, and Yahoo platforms.

Revenue is generated across five streams: ticket sales (one-time), corporate partnerships (recurring multi-year contracts), broadcasting rights (subscription via FloHockey and television), merchandise sales, and in-game experiences (Zamboni rides, penalty box seating, themed-night activations). The team serves two primary customer segments: individual fans and families purchasing entertainment and group outings, and corporate partners (MidWestOne Bank, MidAmerican Energy, CIVCO Medical Solutions, Iowa Corn, Hyatt Regency Coralville, Scheels, iHeartMedia, and others) purchasing in-arena and digital sponsorship assets. The franchise employs a community-focused, event-driven go-to-market motion centered on 25+ themed game nights, the 'Defend the Forest' brand identity, and mascot-led fan engagement.

The Heartlanders are owned by Michael Devlin and led by President Matt Getz, with Head Coach and General Manager Chuck Weber overseeing hockey operations. In March 2026, the ECHL Board of Governors approved a voluntary suspension of operations for the 2026-27 season while the ownership group evaluates strategic alternatives, including potential investment or ownership partnerships, to ensure long-term sustainability of professional hockey in the Iowa City–Coralville corridor.

Name

Iowa Heartlanders

Legal name

Iowa Heartlanders (operated by ECHL Properties, LLC)

Website

https://iowaheartlanders.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

The Iowa Heartlanders are a privately owned ECHL professional ice hockey franchise based in Coralville, Iowa, playing home games at Xtream Arena as the developmental affiliate of the NHL's Minnesota Wild and AHL's Iowa Wild, and currently on voluntary suspension for the 2026-27 season.

Ownership category

akta.pro rank

Product category

Professional Sports Entertainment

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

akta.pro secondary industry

Winter Sports Teams/Clubs (Ski, Snowboard, Bobsleigh, etc.) (MPAKABAI)

Keywords

• Professional hockey games
• Minor league hockey
• Live sports entertainment
• Game ticket sales
• Corporate sports sponsorships

Headquarters

HQ city

Coralville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue generated from individual game tickets, season ticket memberships, group packages, and family bundles for Heartlanders home games at Xtream Arena.
2. Corporate Partnerships: Sponsorship revenue from in-arena signage, videoboard ads, digital and social media collaborations, dasherboards, PA announcements, and custom partnership packages with local and regional businesses.
3. Broadcasting Rights: Revenue from streaming subscriptions on FloHockey and television broadcast deals with MC22 for select games.
4. Merchandise Sales: Sales of team merchandise, specialty jerseys, and branded items through the team store.
5. In-Game Experiences: Revenue from premium in-game experiences such as Zamboni rides, penalty box seating, bench seating, and specialty activations during games.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The Iowa Heartlanders operate as an ECHL professional ice hockey franchise based in Coralville, Iowa, playing home games at Xtream Arena. As the developmental affiliate of the NHL's Minnesota Wild and AHL's Iowa Wild, the team delivers regular season and playoff hockey entertainment, supported by single-game and season ticket plans, themed game nights, in-arena fan experiences, and team merchandise. Corporate partnership packages and broadcast streaming through FloHockey and other media channels round out the consumer entertainment offering.

Product overview

The Iowa Heartlanders operate as a professional ECHL hockey team providing live game entertainment at Xtream Arena in Coralville, Iowa. The core offering centers on regular season and playoff hockey games as the developmental affiliate of the NHL's Minnesota Wild and AHL's Iowa Wild. Revenue streams include single-game and season ticket sales, corporate sponsorship packages with arena branding opportunities, and merchandise. Premium fan experiences encompass theme nights, game-day promotions, and specialty offerings like Zamboni rides. Broadcasting products include FloHockey video subscriptions, radio broadcasts via Mixlr and KCJJ, and television coverage on MC22. The organization generates revenue through ticket sales, corporate partnerships, and merchandise while operating under voluntary suspension for the 2026-27 season.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Hockey Games ECHL professional ice hockey games played at Xtream Arena in Coralville, Iowa, as part of the Minnesota Wild and Iowa Wild development affiliate system. Includes regular season and playoff contests for fans.
• Single Game Tickets Individual game admission tickets starting at $10, available for purchase online through Xtream Arena's ticketing system. Designed for casual fans, families, and date-night audiences.
• Season Ticket Memberships Full-season and partial-season ticket plans with priority access, exclusive benefits, discounted pricing, and premium seating options. Available with deposits for 18-game plans.
• Corporate Partnership Packages Sponsorship opportunities for local and regional businesses including in-arena signage, videoboard advertisements, dasherboards, digital and social media promotions, PA announcements, and custom branded packages.
• FloHockey Streaming Broadcasts Subscription-based video streaming service for live and on-demand game broadcasts through the Flo Sports network for out-of-market and international fans.
• Radio and Audio Broadcasts Audio game broadcasts available through the Mixlr streaming platform, with select road games aired on terrestrial radio via KCJJ 1630 AM and online at 1630kcjj.com.
• Game Day Experiences Premium in-game fan experiences including Zamboni rides, penalty box seating, bench access, warmup viewing, and specialty theme night activations such as Cornfed Country Night and Y2K Night.
• Team Merchandise Store Online retail shop for Heartlanders-branded merchandise including jerseys, specialty jerseys, apparel, and collectibles.
• Group Ticket Packages Group ticket offerings for 10+ attendees including Family 4 Packs (4 tickets, 4 hot dogs, 4 sodas, 1 large popcorn starting at $69) and the Deer & Beers Bundle (1 ticket and 2 domestic beers for $25), as well as birthday parties, company outings, and community group experiences.

Quantifiable outcome

• First sellout in team history achieved in final game of 2023-24 season
• +2 more outcomes

Named customers5 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

Integration11 records

Partnerships

25 partnerships are on record, tiered core and minor.

• Minnesota WildcoreStrategic or Co-development PartnerNHL affiliate partner since June 10, 2021. The Heartlanders serve as the 'Double A' affiliate for player development. Multi-year affiliation extension announced in summer 2024. Nearly 40 players have been recalled from Heartlanders to the AHL since 2021-22 season. Hunter Jones became the first player to reach Minnesota from Iowa.
• Iowa WildcoreStrategic or Co-development PartnerAHL affiliate partner since the 2021-22 inaugural season. The 112-mile proximity between Coralville and Des Moines is the fourth-closest ECHL-AHL affiliation. In 2024-25, 14 players were called up to the Iowa Wild from Heartlanders, the most ever in a single season.
• CIVCO Medical SolutionsminorGTM or Marketing PartnerFirst-year partner (2024-25) providing T-Shirt Cannon Naming Rights, dasherboard advertising, employee outing packages, and donations to the Heartlanders Foundation.
• Hyatt Regency CoralvilleminorGTM or Marketing PartnerHotel partner located in the Iowa River Landing area serving traveling fans and teams.
• MidWestOne BankminorGTM or Marketing PartnerBanking partner with corporate partnership activation at Heartlanders games and community engagement programs.
• Iowa CornminorGTM or Marketing PartnerPresenting sponsor of Cornfed Country Night featuring specialty jersey auctions, corn thunderstick giveaways, and corn-themed game night experiences.
• Iowa City Area Sports CommissionminorGTM or Marketing PartnerPresenting sponsor of EmpowerHer Night celebrating women in sports with specialty jersey auctions and LED bracelet giveaways.
• ScheelsminorGTM or Marketing PartnerSports and outdoor retailer partner with community involvement programming.
• MidAmerican Energy CompanyminorGTM or Marketing PartnerEnergy company corporate partner with advertising and branding presence at Heartlanders games.
• iHeartMediaminorGTM or Marketing PartnerPresenting sponsor of ARTLanders Night featuring artistic themed jerseys and radio promotion across the iHeartRadio network.
• The Mighty 1630 KCJJminorChannel Partner/ Reseller/ DistributorTerrestrial radio partner broadcasting select road games on 1630 AM and online at 1630kcjj.com. First terrestrial radio deal in team history for the 2025-26 season.
• MC22minorChannel Partner/ Reseller/ DistributorLocal television broadcaster of select home games and 'In The Heartland' coaches show on Channel 22, 722, and 822.
• FloHockeyminorChannel Partner/ Reseller/ DistributorSubscription streaming service partner for live video broadcasts of all Heartlanders games. Part of the Flo Sports network.
• DASHminorGTM or Marketing PartnerAuction platform partner for specialty jersey live auctions during themed game nights.
• Family Dental CenterminorGTM or Marketing PartnerDental partner sponsoring postgame skates and presenting sponsor for Cartoon Day event.
• Performance Health & FitnessminorGTM or Marketing PartnerPresenting sponsor of Y2K Night theme game celebrating early 2000s culture.
• Iowa Valley Habitat for HumanityminorGTM or Marketing PartnerPresenting sponsor of Hockey For All Night celebrating inclusion and unity in hockey.
• GreenState Credit UnionminorGTM or Marketing PartnerCredit union partner with corporate sponsorship presence at Heartlanders games.
• Electronic EngineeringminorGTM or Marketing PartnerEngineering and technology company partner with advertising presence at games.
• CulliganminorGTM or Marketing PartnerWater treatment company partner with corporate sponsorship activation.
• Riverside CasinominorGTM or Marketing PartnerCasino and resort partner with hospitality and entertainment sponsorship.
• Firehouse SubsminorGTM or Marketing PartnerRestaurant franchise partner with food and beverage sponsorship presence.
• Ben Franklin PlumbingminorGTM or Marketing PartnerPlumbing services partner with partnership spotlight featuring employee outing opportunities.
• Dupaco Community Credit UnionminorGTM or Marketing PartnerCommunity credit union partner with regional branding presence.
• 3IceminorStrategic or Co-development PartnerProfessional three-on-three ice hockey league partnership for hosting the 2026 season at Xtream Arena. Press conference announced with officials from Coralville, Iowa Heartlanders, and 3Ice present.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Kalamazoo Wings: ECHL franchise based in Kalamazoo, Michigan, in a comparable mid-sized college/mid-tier Midwestern market. Relevant peer for ticket pricing strategy, themed-game execution, and community-engagement-driven growth models.
• Kansas City Mavericks: ECHL franchise playing in Independence, Missouri, near Kansas City. Relevant peer because the Mavericks were the Heartlanders' opponent in the franchise's very first game, and they compete in a similar mid-sized market with comparable ticketing and sponsorship dynamics.
• Cincinnati Cyclones: Long-tenured ECHL franchise in Cincinnati, Ohio. Comparable as an ECHL team with NHL affiliation, multi-channel corporate partnerships, and a similar event-driven game-night model centered on themed entertainment.
• Fort Wayne Komets: Long-established ECHL franchise based in Fort Wayne, Indiana, playing in a comparable mid-sized Midwestern market. Highly relevant as a peer ECHL team operating with similar ticket pricing, corporate sponsorship reliance, and themed-game-night programming at a single arena.
• Reading Royals: ECHL franchise based in Reading, Pennsylvania. Comparable as a peer ECHL team with similar NHL/AHL affiliation structure, ticket pricing architecture, and multi-stream revenue model anchored by corporate sponsorships.
• Toledo Walleye: One of the ECHL's strongest-performing franchises in Toledo, Ohio. Directly comparable as an ECHL team operating in a similar-sized Midwestern market with strong attendance, multi-channel sponsorship, and an affiliated arena (Huntington Center).
• Rapid City Rush: ECHL franchise based in Rapid City, South Dakota, playing in a smaller Midwestern market. Comparable as a peer ECHL team operating in a smaller metro area with similar reliance on local corporate partnerships and themed-game attendance.
• Indy Fuel: ECHL franchise based in Indianapolis, playing at Indiana Farmers Coliseum. Directly comparable as an ECHL peer in a Midwestern state capital with similar NHL/AHL affiliation structure and themed-game programming.

Broad incumbents

• Minnesota Wild: NHL parent affiliate of the Heartlanders since 2021, with a multi-year affiliation extension announced in summer 2024. Relevant as the upstream partner that provides the player-development pipeline, brand credibility, and operational model that defines the Heartlanders' value proposition.
• Iowa Wild: AHL affiliate of the Minnesota Wild based in Des Moines, just 112 miles from the Heartlanders. Comparable as the AHL developmental partner that receives recalled players from the Heartlanders; same Minnesota Wild system, similar Midwestern market dynamics, but operating at a higher tier with bigger crowds and a different venue (Wells Fargo Arena).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCPgTOIemWRDgUEdt-FK30zw
• Xx.com/goheartlanders
• Facebookfacebook.com/GoHeartlanders
• LinkedInlinkedin.com/company/iowa-heartlanders

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Iowa Heartlanders