dallas stars (southwest sports group)

What dallas stars (southwest sports group) does

Dallas Stars is a privately held professional ice hockey franchise operating as one of 32 Member Clubs in the National Hockey League. The team plays home games at American Airlines Center in Dallas, Texas, and is owned through DSE Hockey Club, L.P., a Texas limited partnership under the Southwest Sports Group umbrella. Founded in 1993 following the relocation of the Minnesota North Stars, the franchise won the Stanley Cup in 1999 and competes in the NHL Central Division.

The franchise operates a multi-channel revenue model spanning ticket sales (single-game, partial plans, group, Victory Club memberships, suites) distributed primarily through Ticketmaster; merchandise sold via Fanatics, NHL Shop, and the on-site Hangar Hockey store; concessions and arena services at American Airlines Center; centrally allocated NHL media rights; and community fundraising through the Dallas Stars Foundation (50/50 raffle, donations, birthday announcements). Digital products include the official Dallas Stars website (nhl.com/stars), a mobile app for iOS and Android, and Victory+, an owned-and-operated direct-to-consumer streaming platform for game coverage and exclusive team content. The franchise also operates eight StarCenter ice rink and multisport facilities, supporting youth hockey development and grassroots fan acquisition across Texas, and partners with McAllen to extend floor and roller hockey programs into the Rio Grande Valley.

The franchise serves Dallas-Fort Worth hockey fans and sports enthusiasts as its primary consumer segment, with a secondary nonprofit and community segment served through foundation programming (Fitness Stars, Stick with Reading, Future Goals, scholarships, player initiatives). Go-to-market is direct-to-consumer across ticketing, streaming, merchandise, and community engagement channels, supplemented by partnerships with Ticketmaster (ticketing), Fanatics (merchandise), and American Airlines Center (venue). General Manager Jim Nill oversees hockey operations; the ownership group has been led by Tom Gagliano and Doug Hanchette since the 2011 acquisition from Tom Hicks.

Name

dallas stars (southwest sports group)

Legal name

DSE Hockey Club, L.P.

Website

https://drpepperarena.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Dallas Stars is a privately held NHL franchise owned by Southwest Sports Group (DSE Hockey Club, L.P.) that operates a professional ice hockey team at American Airlines Center in Dallas, Texas, monetizing ticketing, merchandise, media rights, concessions, streaming via Victory+, and community foundation programs.

Ownership category

akta.pro rank

Product category

Professional 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

Professional Live Sports Leagues & Tours (MPAGAMAA)

akta.pro secondary industries

Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA), Championship & Cup Organizers (MPAKADAB)

Keywords

• Professional hockey team
• Live sports entertainment
• Game ticketing services
• Sports merchandise sales
• Arena hospitality services

Headquarters

HQ city

Frisco

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, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Ticket Sales: Revenue from single game tickets, season tickets, Victory Club memberships, partial plans, group tickets, and suite rentals at American Airlines Center
2. Merchandise Sales: Sale of team merchandise through Fanatics, Hangar Hockey team store, and NHL Shop
3. Concessions and Arena Services: Food, beverage, and hospitality services at games and events
4. Media Rights: NHL broadcast media rights and regional sports network agreements
5. Community Programs: Fundraising through 50/50 Raffle, birthday announcements ($50 donation), and merchandise donations to nonprofits

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Dallas Stars operate a professional NHL ice hockey franchise that delivers live professional hockey entertainment at the American Airlines Center in Dallas, Texas. The organization sells single-game tickets, season memberships (Victory Club), partial plans, group tickets, and suite rentals, and distributes team merchandise through Fanatics and the Hangar Hockey team store. Complementary revenue and community engagement are generated through concessions, media rights, the Victory+ streaming platform, and the Dallas Stars Foundation (50/50 raffle, birthday announcements, donations).

Product overview

The Dallas Stars operate as an NHL hockey team under Southwest Sports Group, offering fans multiple digital products and services. The core offering is the official team website (nhl.com/stars), which serves as the primary digital hub for team information, ticketing, and content. The organization also provides Victory+, a streaming platform for game coverage and exclusive programming, and an official mobile application enabling fans to access schedules, news, scores, and mobile ticketing on the go. These products are integrated with third-party platforms including Ticketmaster for ticket sales and Fanatics for merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• Victory+ (Streaming Service): The team's streaming service for watching games and content

Products and services

• Single Game Tickets Variable-priced tickets to individual Dallas Stars home games at the American Airlines Center, available for individual consumers via Ticketmaster.
• Victory Club Membership Annual subscription-based premium membership providing exclusive seating, priority access, and special experiences at Dallas Stars home games.
• Partial Plan Tickets Multi-game ticket packages that allow fans to attend a partial selection of Dallas Stars home games, purchased as a bundled plan.
• Group Tickets Discounted bulk ticket packages available to organizations, businesses, and gatherings attending Dallas Stars games together.
• Team Merchandise Official Dallas Stars branded merchandise sold online via Fanatics/NHL Shop and at the Hangar Hockey team store inside American Airlines Center.
• Victory+ Streaming Service Direct-to-consumer streaming platform providing Dallas Stars game coverage, video content, and exclusive team programming for fans.
• Dallas Stars Mobile App Official iOS and Android mobile application providing fans with game schedules, news, scores, and mobile ticketing capabilities for Dallas Stars games.
• 50/50 Raffle Fundraiser Game-day raffle program at Dallas Stars home games where 50% of the jackpot proceeds benefit the Dallas Stars Foundation.

Quantifiable outcome

• 50% of 50/50 Raffle jackpot proceeds benefit Dallas Stars Foundation
• +1 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• McAllenminorStrategic or Co-development PartnerPartnership with McAllen, Texas for floor and roller hockey programs, bringing Texas Hockey to the Rio Grande Valley region
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform partner for Dallas Stars ticket sales including single game tickets, group tickets, and season memberships
• FanaticscoreChannel Partner/ Reseller/ DistributorOfficial merchandise retail partner for Dallas Stars merchandise through NHL Fanatics platform
• American Airlines CentercoreChannel Partner/ Reseller/ DistributorHome arena venue for Dallas Stars games and events, operated by separate entity

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tampa Bay Lightning: Another NHL franchise with a comparable mix of ticket, merchandise, sponsorship, and media-rights revenue, and a recent multi-Stanley Cup run that lifted franchise valuation. Directly comparable business model and league context.
• Vegas Golden Knights: Sun Belt NHL expansion-era franchise that quickly built premium pricing, strong season-ticket waitlists, and Stanley Cup competitiveness—directly comparable in the context of hockey market development in non-traditional regions.
• Nashville Predators: Same NHL Central Division rival with a similar Sun Belt, non-traditional hockey market profile. Comparable ticket, sponsorship, and broadcast revenue mix, and direct on-ice competition.
• Colorado Avalanche: Central Division rival and recent Stanley Cup champion; serves as a direct benchmark for franchise valuation, sponsorship rates, and on-ice success economics within the same conference.
• Minnesota Wild: Central Division peer with a traditional hockey market profile; useful benchmark for season-ticket economics, regional broadcast deals, and arena operations.
• Edmonton Oilers: NHL franchise operating in a hockey-passionate market with comparable ticket, merchandise, and media-rights dynamics; benchmark for premium-product (club seat) economics.
• Florida Panthers: Sun Belt NHL franchise and recent Stanley Cup finalist with a comparable mix of local-market fan development, ticket growth, and sponsorship economics—closest peer for non-traditional-market NHL valuation.

Regional players

• Dallas Mavericks: Co-tenant at American Airlines Center and Dallas-Fort Worth professional sports peer. Operates a similar ticket/membership/sponsorship revenue stack and shares local sponsorship and broadcast dynamics in the same DFW market.

Others

• Fanatics: Licensed merchandise and DTC infrastructure partner for the Stars and the broader NHL; relevant as the channel through which a meaningful portion of team merchandise revenue is distributed.

Broad incumbents

• ESPN+: National streaming platform that distributes NHL out-of-market and increasingly in-market games; relevant as both a competitor/partner to Victory+ and as a benchmark for sports DTC streaming economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/DallasStars
• YouTubeyoutube.com/dallasstars
• Facebookfacebook.com/DallasStars
• LinkedInlinkedin.com/company/dallas-stars
• Instagraminstagram.com/dallasstars
• TikToktiktok.com/@dallasstars

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 dallas stars (southwest sports group)