In Dallas, the Stars play at the American Airlines Center, donning their Victory Green colors. Their mascot, Victor E. Green, will soon have a new namesake initiative: the Victory Green All Girls Hockey League for ages 9-11 and 12-15, launching this September.
Aligning with their branding, the Stars introduced a new streaming service called Victory+. On July 8, they announced a seven-year deal with A Parent Media Co. Inc. (APMC), based in Calgary, to handle their regional broadcasts. These games will be available to fans for free via an ad-supported streaming system.
Victory+ represents the first completely free streaming platform for regional sports broadcasts, responding to the shift away from traditional cable TV. It builds on technology APMC developed for its Kidoodle children’s streaming service and later for Texas-based creators Dude Perfect. The technology ensures high-quality video streams with appropriate advertising, a principle extended to sports streaming.
APMC’s CEO, Neil Gruninger, emphasized the importance of removing subscription barriers and maintaining ad safety. This technology also addresses revenue loss during breaks in sports action by ensuring continuous ad integration.
Victory+ will feature targeted advertising, aligning with the Stars’ sponsors, like AT&T, Budweiser, and Toyota, while filtering out competitors’ ads. This model replaces the need for subscription fees or traditional rights payments.
The service aims to expand the Stars’ reach in Texas, Oklahoma, Louisiana, and Arkansas, a potential audience of 41 million people. The Stars have built a strong local following since moving from Minnesota in 1993, notably drawing 85,630 fans to the Cotton Bowl for the 2020 NHL Winter Classic.
Victory+ promises easier access to live games, building on existing relationships and the Stars’ recent on-ice success, including back-to-back Western Conference Final appearances in 2023 and 2024. Jason Walsh, with over 30 years in the broadcast industry, will oversee game production, ensuring high-quality content.
Beyond live broadcasts, Victory+ will offer on-demand content, including exclusive team features and non-team-specific sports content accessible worldwide. The platform will debut with the Stars’ first preseason game against the St. Louis Blues on September 21 and plans to eventually host other sports teams.
Leave a Reply