What Belleville Senators does

The Belleville Senators are a professional ice hockey team operating as the American Hockey League (AHL) affiliate of the NHL's Ottawa Senators, based in Belleville, Ontario, Canada. Founded in its current location in 2017 after relocating from Binghamton, New York, the franchise plays home games at CAA Arena within the Quinte Sports and Wellness Centre and is owned by Capital Sports & Entertainment Inc., controlled by Michael Andlauer since September 2023. The organization's core function is dual: serving as the primary player development pipeline for the Ottawa Senators NHL organization while providing live professional hockey entertainment and community programming to the Bay of Quinte region.

The franchise generates revenue across multiple streams including single-game and season ticket sales processed through Ticketmaster, corporate sponsorship and naming rights (with CAA holding the flagship arena naming partnership), merchandise sales via an online team shop, and community fundraising through a 50/50 raffle program that distributes proceeds to local charities. Ticketing products include Season Seat Memberships, Sens on Demand flexible credit packages, Premium Seating and Suites, and the Business Edge Program for corporate hospitality. Community-facing programs include Chuck-a-Puck, Adopt-A-School (engaging 18 schools and approximately 5,000 students in 2025-26), and the 50/50 Community Partner Program supporting 13+ charitable organizations.

The business operates with 11-50 employees and has graduated more than 60 players to the NHL since 2017. Its 10th anniversary season commences October 2, 2026. The organization is deeply embedded in the Bay of Quinte community, having contributed nearly $1.5 million in cumulative community investment since 2017, including a record $350,000 in the 2025-26 season. Technology integration is limited to standard sports-industry platforms (Ticketmaster for ticketing, AHLTV and FloHockey for streaming, Mixlr for audio, and FanSaves for digital couponing); no proprietary AI, machine learning, or advanced technology capabilities are indicated in the available data.

Name

Belleville Senators

Legal name

Belleville Senators Hockey Club

Website

https://bellevillesens.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The Belleville Senators are a professional AHL ice hockey team in Belleville, Ontario, serving as the NHL Ottawa Senators' player development affiliate while providing live hockey entertainment, corporate hospitality, and community programming to the Bay of Quinte region.

Ownership category

akta.pro rank

Product category

Professional Sports Entertainment

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Matches (Club & National) (MPAGAMAB)

Keywords

• Professional ice hockey
• Minor league hockey
• Live sports entertainment
• Sports ticketing services
• Community sports programs

Headquarters

HQ city

Belleville

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue generated from single-game tickets, season seat memberships, flex packs, group outings, and premium seating at CAA Arena for AHL hockey games and special events.
2. Corporate Partnerships: Sponsorship revenue from corporate partners including naming rights, in-arena signage, promotional partnerships, and business edge programs for local companies.
3. 50/50 Raffle Program: Community fundraising through 50/50 draws at home games, with proceeds distributed to local charitable organizations and non-profits in the Bay of Quinte region.
4. Merchandise Sales: Sales of team merchandise including jerseys, apparel, and memorabilia through the team shop.
5. Community Programs: Revenue-supporting programs including Chuck-a-Puck, Adopt-A-School initiatives, and various community event partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Belleville Senators operate a professional AHL ice hockey franchise serving as the primary developmental affiliate of the NHL's Ottawa Senators. The organization delivers live game entertainment at CAA Arena in Belleville, Ontario, and sells season seat memberships, single-game tickets, premium seating and suites, group outings, corporate hospitality packages, and team merchandise. Revenue is supplemented by corporate sponsorships and a 50/50 community raffle program supporting Bay of Quinte charities.

Product overview

The Belleville Senators operate as a single AHL hockey franchise serving as the developmental affiliate of the NHL's Ottawa Senators. The organization's product portfolio centers on game attendance experiences (season tickets, single-game tickets, group packages) complemented by premium hospitality offerings (suites, corporate programs) and community engagement initiatives (50/50 program, Adopt-A-School, Sens in School). Key products include Season Seat Memberships for full-season access, Sens on Demand for flexible credit-based ticketing, the Business Edge Program for corporate clients, and various community programs supporting Bay of Quinte organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Seat Memberships 2026-27

Quantifiable outcome

• Graduated 60+ players to NHL since 2017
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Nine partnerships are on record, tiered core, minor and flagship.

• YMCA of Central East OntariocoreStrategic or Co-development Partner · 11 November 2025$50,000 donation to YMCA Centre for Life project; ongoing partnership through 50/50 program beneficiary; Smile Cookie Campaign collaboration; community programming support including McHappy Day events and youth programming.
• Belleville General Hospital FoundationcoreStrategic or Co-development Partner · 7 November 2025$10,200 donated through preseason weekend; ongoing 50/50 program beneficiary; Hockey Fights Cancer weekend partner in 2025.
• Mackay InsuranceminorGTM or Marketing Partner · 15 September 2023Road to the AHL Night sponsorship collaboration for special themed game nights.
• Rosebush EnergiesminorGTM or Marketing Partner · 15 September 2023Energy company partnership renewed for 2023-24 season providing promotional and community support.
• CAA (Canadian Automobile Association)flagshipGTM or Marketing PartnerCAA serves as the primary naming rights partner for CAA Arena where the team plays home games. The partnership includes exclusive arena naming rights, membership benefits for CAA members attending games, fan fest presentations, and promotional collaborations throughout the season.
• 270 West ConsultingminorGTM or Marketing PartnerOfficial sponsor of Sens' Hero of the Game program, providing recognition for notable community contributions during home games.
• FanSavesminorGTM or Marketing PartnerDigital couponing platform partnership offering fans access to discounts and special offers through the FanSaves app.
• Ottawa SenatorsflagshipStrategic or Co-development PartnerNHL parent club and AHL affiliate relationship. Ottawa Senators own and operate the Belleville Senators franchise as their primary development team. Ottawa management oversees hockey operations decisions including player assignments and coaching staff.
• The Children's FoundationcoreStrategic or Co-development PartnerCheering for Children partnership where each Belleville Senators goal fuels donations to The Children's Foundation; participant in 50/50 Community Partner Program.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Syracuse Crunch: AHL affiliate of the Tampa Bay Lightning, sharing a comparable mid-market operating profile, community-driven sponsorship model, and Calder Cup competitive context with Belleville.
• Rochester Americans: One of the oldest AHL franchises and affiliate of the Buffalo Sabres, with a comparable structure of season memberships, group outings, and community engagement programs in a similar-sized North American market.
• Cleveland Monsters: AHL affiliate of the Columbus Blue Jackets, operating with a similar mix of ticketing tiers, premium hospitality, and community-driven marketing around mid-market sports entertainment.
• Lehigh Valley Phantoms: AHL affiliate of the Philadelphia Flyers, operating out of a mid-size market with similar revenue mix (tickets, suites, sponsorships, community programs) and player-development mandate.
• Laval Rocket: AHL affiliate of the Montreal Canadiens, operating in the same league with a similar business model centered on ticket sales, corporate partnerships, and player development in a mid-sized Canadian market (Laval, Quebec).
• Hartford Wolf Pack: AHL affiliate of the New York Rangers with a comparable franchise-economics profile, group experience offerings, and mid-sized market ticket-and-sponsorship revenue model.
• Toronto Marlies: AHL affiliate of the Toronto Maple Leafs and one of the league's most established Canadian franchises, sharing a comparable membership-based ticketing model, community programming, and proximity to Ontario hockey fans.
• Utica Comets: AHL affiliate of the New Jersey Devils, operating in a similar small-to-mid-sized North American market with subscription-based season memberships and corporate partnership-driven revenue.

Others

• American Hockey League (AHL): League-level body that governs Belleville's competition, schedules, and primary broadcast rights (AHLTV). Functions as a central infrastructure partner and shared marketing platform across all AHL franchises.

Broad incumbents

• Ottawa Senators: NHL parent franchise and strategic owner of Belleville through Capital Sports & Entertainment Inc. Operates in the same hockey ecosystem but at a national scale, controlling player assignments, coaching direction, and brand affiliation.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/BellevilleSens
• Facebookfacebook.com/BellevilleSens
• Instagraminstagram.com/bellevillesens
• LinkedInlinkedin.com/company/bellevillesens

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Belleville Senators