StellarAlgo to support NHL fan growth

CALGARY, CANADA, April 30, 2025 – StellarAlgo is excited to announce that its sports customer data platform (CDP) now provides certain NHL fan data to NHL Clubs to better understand and potentially increase fan engagement. In this next phase of work with the NHL and select Clubs, StellarAlgo is providing certain NHL fan data to five Clubs identifying new fans that can be engaged, and providing insights to existing fan data, so Clubs can reach new fans, deepen fan relationships and further build loyalty.

“As we strive for fan growth, it’s essential to deeply understand different fan interests and other insights in order to engage fans in a way they value and that sparks their love of hockey,” Kelly Cheeseman, Chief Operating Officer of the LA Kings and AEG Sports. “We’re strong believers in the outcomes of this next phase with StellarAlgo as we work to bring our fans closer.”

The NHL continues to thrive with record-breaking attendance and viewership. The 2023-24 season saw an all-time high of more than 22 million fans attending games, filling arenas to 97% capacity. The 2025 4 Nations Face-Off championship game drew more than 16 million viewers across North America, becoming the second-most watched hockey game in the past decade.

This is the second phase of work together for StellarAlgo and the NHL and focuses on delivery of key capabilities valued by the league:

• Clear view of unique fans – StellarAlgo provides a clear view of unique fans, and Clubs see which are new fans they can engage and gain deeper knowledge of existing fans to improve outreach.
• No-code segmentation and campaign activation – Marketing, sales and data analytics teams can all easily identify relevant fans for outreach. With point-and-click segmentation, it’s easy for anyone to add fans to existing or new campaigns via the team’s email service providers and other marketing channels in the future.
• Cross-property fan insights – StellarAlgo Segment Analyzer helps measure the performance of campaigns including engagement, conversions and revenue impact.
• Team adoption support – StellarAlgo provides hands-on team training and expert guidance on the best usage of data.

“We deeply respect the NHL’s commitment to collaborate with and support Clubs as they work together to grow fan engagement across their channels and unique fan segments,” said Vincent Ircandia, CEO at StellarAlgo. “We’re confident in the impact we can have together in drawing in new fans, further developing existing fan relationships and building loyalty.”

About StellarAlgo

StellarAlgo is the world’s leading sports CDP that makes it easy to access and take action on fan data across teams and leagues, increasing fan engagement, revenue and sponsorship opportunities. Our platform provides a clear view of fans faster, with no-code segmentation tools, sports-specific playbooks, and cross-property fan insights that empower our customers to best engage fans. We even take the guesswork out of predicting fan opportunities using AI to surface ideal audiences to target with select offers. All this makes us the trusted partner for more than 200 sports teams, leagues and their partners. Join us in shaping the future of fan engagement. Learn more at www.stellaralgo.com.

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