We install AI systems that capture, follow up, and close sponsorships, ticket sales, and partnerships for you. No missed leads. No wasted hires. More revenue — automatically.
After dominating sponsorship sales and ticket revenue across multiple leagues and organizations — from pro to juniors — one thing became clear: every team struggles with the exact same problems. Different cities, different leagues, same broken front office. The cycle never changes. We built the system to break it.
We built the system that ends that cycle.
For any team. At any level.
Email, phone, website, social — every inquiry gets captured instantly. Nothing falls through the cracks.
Automated texts, emails, and responses go out immediately. No missed opportunities. No waiting on staff.
Meetings get booked, proposals get sent, and follow-ups never stop. Your pipeline works even when your staff doesn't.
Close more deals with automated follow-up and proven scripts
Fill seats with proactive outreach instead of game-night walk-ups
Every call, text, and inquiry gets an instant response
AI handles the follow-up so you can do more with fewer people
We don't just give you a tool — we give you the entire system. The cold emails. The templates. The scripts. The training. The revenue system to execute it all. Built by hockey operators who've done it.
Years of sponsorship and ticket sales intel from working across multiple leagues and organizations. We know which businesses buy what, and why. Cold email templates, objection handlers, package builders — all tested in real hockey markets from pro to juniors.
Complete front office software with 7 pre-built pipelines, automated follow-ups, missed-call text-back, reputation management, and an owner dashboard. Every deal, every dollar, every follow-up — organized on one screen.
Sales training so ANY hire — even someone who's never sold a day in their life — can prospect, pitch, and close. Cold call scripts, cold email templates, group ticket playbook, sponsorship closing scripts. The right way to sell hockey.
This isn't a generic CRM you have to figure out. It's a complete AI-powered revenue system pre-built for hockey. Every pipeline, every template, every automation — ready to go on day one. You'll never miss a lead again.
Prospect to closed to renewal. 16 stages. Full visibility.
Inquiry to tickets delivered. Post-event follow-up built in.
Lead to member. Presentation scheduling, onboarding, renewal.
Invoice tracking, overdue alerts, payment plans. Never chase again.
Charity events, partnerships. From request to recap.
Content requests, approvals, scheduling. Full production queue.
Pre-game tasks to post-game proof. Nothing gets missed.
Real-time SMS conversations with prospects and fans. One inbox.
Every missed call gets an instant text. Capture every lead.
25+ email templates, 12+ SMS templates. Ready to deploy.
Sponsors and buyers book directly. No back-and-forth.
Every deal, dollar, and follow-up. One screen. Full visibility.
Automated review requests. Build your team's brand year-round.
Custom fields for hockey: contact type, industry, budget, decision maker.
90-60-30 day automated sequences. Never lose a renewal.
Post-game texts, reactivation campaigns. Keep fans coming back.
We teach teams how to build, sell, and manage every sponsorship category available in their building. Here's what your inventory looks like.
Custom logos on rink boards. Visible every shift, every game, every broadcast. The foundation of arena advertising.
Center ice, neutral zone, and in-zone logos. The most visible branding in the building — every camera angle, every faceoff.
Every intermission, every eye in the building watches the Zamboni. Your brand rides with it.
Hanging banners, mega banners, and ceiling displays. Impossible to miss from any seat in the building.
Your brand on the box score all game long. Every stat check, every score update — your name is right there.
These repeat every single game. High ROI, high frequency, high-energy moments.
"Your starting lineup, presented by..." Every home game. Every puck drop. Premium brand association.
Every power play announced with your sponsor's name. High-energy, high-attention moments.
Every penalty kill. Defensive moments that keep fans locked in — and your brand front and center.
"Tonight's goal of the game, brought to you by..." The highlight everyone replays and shares.
Post-game three stars. Your brand closes out every single game night.
"Tonight's National Anthem is brought to you by..." The most respected moment of every game.
Fill seats. Build a loyal fan base. Drive revenue through season tickets, group sales, and unforgettable game nights.
Build a base of loyal, committed fans. Our system finds, nurtures, and converts season ticket buyers — then keeps them renewing year after year.
Corporate outings, church groups, school nights, birthday parties. We help you find groups, pitch them, and fill sections every game night.
Star Wars night. 90s night. Country night. Theme nights drive attendance spikes and create shareable moments that sell themselves.
T-shirts, hats, bobbleheads, rally towels. Giveaways drive ticket sales and get fans through the door on slower nights.
Family-focused events that bring in new fans, build community, and create lifelong hockey families. High attendance, high energy.
Scale beyond the arena. Reach fans where they spend the most time.
Branded content across Instagram, Facebook, TikTok, and X. Your sponsor reaches thousands of engaged fans daily.
Player features, behind-the-scenes, and highlight reels — all branded to the sponsor. High engagement content.
Featured placement in the team's email blasts. Direct access to the fan database, every send.
Banner ads, logo placement, and featured sponsor sections on the team website. Year-round digital visibility.
Logo placement on game jerseys — front, shoulder, or helmet. Your brand on every player, every game, every broadcast.
Branding on practice jerseys. Seen at every practice, warm-up, and community event year-round.
Official apparel partner. Your brand on team travel gear, sideline wear, and staff uniforms.
Co-branded merchandise sold at the team store. Fans buy and wear your brand — revenue and exposure combined.
Youth clinics, school visits, charity skates. Your brand at the heart of every community touchpoint.
Dedicated charity game nights. Your brand associated with giving back — the ultimate goodwill builder.
Support the next generation. Youth programs, learn-to-skate, and development camps — all branded.
Send players to your business, event, or promotion. Authentic connections that drive foot traffic and engagement.
Set up shop inside the arena. Direct face-to-face access to thousands of fans every game night.
Put your product directly in fans' hands. Tastings, demos, and free samples that create instant brand loyalty.
Distribute coupons, discount codes, or branded giveaways. Drive post-game traffic directly to your business.
The biggest deals in hockey sponsorship. Premium, long-term partnerships.
The crown jewel. Your brand IS the building. Every ticket, every broadcast, every mention — your name.
VIP lounges, fan zones, premium sections. Naming rights that put your brand on the best seats in the house.
This intelligence is baked into the system. Log a lead as "dentist office" and it knows exactly what package to pitch, what objections to expect, and what script to use. You never miss a lead — and you always know what to sell.
→ Logo visibility, VIP experiences, center ice, jerseys. They want brand exposure at scale.
→ Family-night sponsorships, promo jerseys, community tie-ins. Patient acquisition mindset.
→ Chuck-A-Puck, mascot sponsor, post-game partnerships. Foot traffic + atmosphere association.
→ Bus wraps, mega banners, title sponsorships. Big spend, exclusivity and market dominance.
→ PA announcements, starting lineup, category exclusivity. Prestige and perceived endorsement.
→ Dasher boards, scoreboard commercials. Hyper-local, repetitive visibility is their language.
→ Group tickets, meet-and-greet events, community involvement. Relationship-first buyers.
Whether you're a first-time sales rep or a 10-year front office veteran, our training library gives you the scripts, the process, and the confidence to close.
How to prospect, make the first call, get the meeting. Tested in real hockey markets across dozens of industries.
How to build a package that fits the business type AND your arena inventory. Scripts for every scenario and every budget.
The real objections — budget, timing, ROI doubt — and exactly how to overcome them. Tested responses that actually work.
Closing scripts tested in real hockey markets. How to create urgency. How to get the signature. How to make it feel right.
How to find groups — churches, companies, schools, youth sports teams. What to say, when to call, how to convert.
Building a season ticket base from scratch. Presentation scripts, follow-up cadences, and the membership sell.
Here's what happens when a lead comes in — no staff required.
A sponsor inquires through your website, a fan calls about group tickets, or someone texts your number.
AI sends an immediate text, email, or both. The lead feels attended to within seconds — not hours or days.
The system books the meeting automatically and adds it to your calendar. You just show up and close.
We'll dive deep into your sponsorship pipeline, ticket sales process, fan engagement, and operations. You'll get a full report on where you're leaving revenue on the table — and exactly how to fix it.
Get your front office ready this off-season. Start closing sponsorships before puck drop.
The story of how MJ Graham dominated sponsorship sales for the Baton Rouge Zydeco and built a front office machine in Louisiana.
Read More →60+ industries. Hundreds of businesses. How we built a half-million-dollar sponsorship pipeline using systems that work.
Read More →How to structure packages for your market and your arena inventory so they actually close. The methodology behind our system.
Read More →The same problems exist at every level. Bad hires. No systems. No follow-up. The same solution works at every level too.
Building from zero? We built the playbook for that. We don't just help teams — we help leagues implement systems across all their franchises.
From the locker room to the front office — our team has generated revenue, built organizations, and understands exactly what it takes to grow a hockey business.
MJ is the founder of Hockey Partner and the architect behind its AI-driven revenue system built specifically for sports organizations. After nearly a decade as a professional hockey player, MJ transitioned into the business side of the game and quickly established himself as a high-level sales executive and operator. By the age of 32, he had already worked his way into a General Manager role, combining on-ice experience with front-office leadership.
In Baton Rouge, Louisiana — a non-traditional hockey market — MJ played a critical role in building and selling the game from the ground up. After seeing how much revenue teams lose due to missed leads, slow follow-up, and lack of systems, MJ built Hockey Partner to solve that problem.
Charley brings over 25+ years of experience in professional hockey, spanning executive leadership, team operations, and revenue generation. Throughout his career, Charley has held key roles across multiple organizations, including General Manager and senior leadership positions focused on ticket sales, sponsorships, and overall team performance.
He has operated at every level of the business — from building teams on the ice to building revenue systems off it. At Hockey Partner, Charley ensures every system is built for real-world execution and aligned with how teams actually operate.
Bailey brings experience from multiple levels of the game, including prep school, NCAA, and professional hockey. His background in high-performance environments has given him a strong understanding of structure, communication, and long-term development — both on and off the ice.
His perspective helps ensure Hockey Partner's systems connect not just with businesses, but with the broader hockey ecosystem — making them effective across all levels of the game.
Brandon brings over a decade of experience in hockey operations, leadership, and team management. A former professional player turned executive, Brandon has served as a General Manager at the junior level and is the owner of the Wasaga River Dragons (GMHL) — giving him direct experience in building and running a hockey organization from the ownership level.
At Hockey Partner, he ensures every system is practical, efficient, and built for how teams actually operate.
Most software companies have never sold a ticket,
closed a sponsor, or built a team.
We have — and we built the system from that experience.
Get your front office ready this off-season. Start closing sponsorships before puck drop. The revenue system is built. The training is ready. All you have to do is start.