H-E-B Center at Cedar Park is home to the Texas Stars, top affiliate of the NHL’s Dallas Stars. As members of the American Hockey League, the Texas Stars play 38 regular season home games from early October through late April. During their 5th Anniversary season in 2013-14 the Texas Stars claimed their first Calder Cup Championship.

In 2010, H-E-B Center became home to the NBA’s San Antonio Spurs Development Team, the Austin Spurs. Members of the NBA G-League, the Austin Spurs are the San Antonio Spurs top affiliate and claimed the 2011-12 NBA Development League Championship. H-E-B Center presents the team’s 24 regular season home games from late November through early April.

The Center is also home to numerous concerts, family shows, and community events which have attracted well over 3 million attendees across over 800 events. Highlights of previous events include George Strait, Rascal Flatts, Kelly Clarkson, Tool, Def Leppard, Alicia Keys, Carrie Underwood, The Killers, and many more. Touring shows such as Cirque du Soleil, Disney on Ice, and Austin Shrine Circus also call H-E-B Center at Cedar Park home while in Central Texas.

H-E-B Center

H-E-B Center at Cedar Park opened in September 2009 and is a $55 million arena located 20 minutes north of downtown Austin in Cedar Park, Texas. Cedar Park, part of the Austin-Round Rock MSA, is one of the fastest growing markets in the country.

The Austin suburb has grown 400% in the last decade and has appeared on numerous lists over the past decade naming it among the most desirable, safest, and best towns in the country.

H-E-B Center Fast Facts

  • 2009 - Opened in Cedar Park, TX
  • $55 million – Total project cost
  • Operated by Texas Stars, LP
  • 8,700 – Concert Capacity
  • 6,800 – Hockey Capacity
  • 7,200 - Basketball Capacity
  • 500,000+ - Annual event attendees
  • Premium Offerings – 20 Annual Suites, 4 Party Suites, 544 Club Seats
  • Tenants: Texas Stars and Austin Spurs

Austin MSA Population Growth

  • The Austin MSA placed 2nd on Forbes annual list of fastest growing markets.
  • With over 1.9 million residents, the area has grown 13.2 percent in 5 years.
  • Part of this growth was driven by Williamson County, home to H-E-B Center at Cedar Park, which was the fastest growing county in the US from 2010-12 with a 7.94% population increase

H-E-B Center at Cedar Park Events

In addition to the primary tenant, Texas Stars, the Center serves as home to the Austin Spurs and hosts numerous concerts, family shows, expos, and community events throughout the year.

About the American Hockey League

The AHL is the primary development league for the NHL. Most of the players in the AHL are draft picks and prospects of NHL teams working towards the goal of playing at the NHL level.

During the 2016-17 season, 88% of NHL players were AHL graduates, while 353 players played in both leagues last season.

All 30 AHL teams have direct affiliation with an NHL team spanning two countries, the US and Canada, and consisting of teams in 14 states and three provinces.

Texas Stars

  • The Texas Stars are the primary development affiliate of the NHL’s Dallas Stars. Through their first eight seasons the Stars have appeared in the Calder Cup Finals three times, capturing the championship in their fifth season in 2013-14.
  • Purchased by Northland Properties Corporation, the parent holding company of the National Hockey League's (NHL) Dallas Stars in December of 2014.
  • The Dallas Stars and Texas Stars enjoy one of the closest NHL-to-AHL franchise distances in the Western Conference, with only 184 miles between American Airlines Center and H-E-B Center at Cedar Park.
  • The Dallas Stars are one of 14 NHL clubs to own their AHL affiliate.
  • Texas Stars LP also operates the city-owned H-E-B Center at Cedar Park under the long-term lease, running through 2034.

About the NBA G-League / Austin Spurs

The NBA Gatorade League is the official minor league of the National Basketball Association and consists of 26 teams. A proven developer of talent, over 30% of players in the NBA have NBA G-League experience. The league continues to develop coaches, referees and front-office staff for the NBA and its teams.

The Austin Spurs are the official NBA G-League affiliate of the San Antonio Spurs.


Based upon the Austin, TX 2015 Release 1 of Scarborough, Texas Stars and H-E-B Center at Cedar Park event attendees have higher household incomes and are represented higher in the 25-49 age range than the market averages.

Austin Average

  • Median Age 43
  • Median Household Income $61,554

Texas Stars Fans

  • Median Age 32.75
  • Median Household Income - $91,819

H-E-B Center at Cedar Park Events

  • Median Age – 40.92
  • Median Household Income - $91,963

Arena Opportunities

  • Parking Lot Banners
  • Player & Penalty Benches
  • In-Ice Logos
    • Gobo Projection
  • Dasher Boards
  • Center-hung Scoreboard
  • LED Ribbon
  • Vomitory
  • Pillar Wraps
  • Wall Wraps
  • Concourse Banners
  • Concourse Sign

Parking Lot Banners

Your company on one row of 8’ x 2’ banners greets guests upon their arrival at H-E-B Center.

Player Bench & Penalty Boxes

  • Place your branding up close to both the home and visiting teams. Receive both high visibility and prestige positioned on the glass panels with one-way vision wraps at Texas Stars home games.
  • Receive exposure during coach/player interactions, discussions with referees, goal celebrations by the entire team, or the sneer of a player serving penalty time

In-Ice Logos

  • Unique opportunity for your brand name to be painted under the ice
  • In-ice logos capitalize on the opportunity to put your brand in the middle of the action. In-ice logos gain additional exposure through online streaming and highlight packages on local TV
  • In-ice logos remain in place for the entire season

Dasher Boards

  • Dasher boards are part of the playing area; your brand name located in the heart of the action on the ice will not be missed by fans
  • 10’x.2.5’ per dasher
  • Dasher boards provide a backdrop for online streaming and local media highlight package audiences

Scoreboard Signage

  • A prestigious way to capture the attention of Texas Stars Fans. Backlit permanent center-hung scoreboard signage is visible at all Texas Stars and Austin Spurs home games as well as select other events.

LED Ribbon

Own the entire arena with your digital messaging

  • LED Digital branding is displayed at all H-E-B Center at Cedar Park events. The graphics appear simultaneously on suite level ribbon board and center-hung scoreboard lower ring (when lowered).
  • Can include graphics, logos, taglines, web address, phone number, address, images, etc.
  • :15 rotations with a cap of 24 sponsors/events in rotation

Vomitory Signage

Fifteen square feet of in-bowl signage on display at all H-E-B Center at Cedar Park events. Fans recognize their section by the advertiser featured atop the stairwell.

Pillar Wraps

Full-color, digitally printed signage on the building columns of the main concourse of H-E-B Center are visible at all events. Over 100 square feet of advertising area. The wraps may have different messaging on each side.

Wall Wrap

One (1) vinyl wall wrap located on the concourse of H-E-B Center, visible at all events.  Image shows comparable sized wrap location, sizes do vary.

Concourse Banner

Two (2) vertical concourse banners.  One (1) each on the north and south concourse.

Concourse Sign Backlit & Non-Backlit

Available in both backlit and non-backlit versions and sizes on the main concourse of H-E-B Center at Cedar Park, concourse signs are visible at all arena events.

Gameday & Experiential Marketing Overview

  • 50 / 50 Raffle
  • Zamboni
  • Game Presenting Sponsor
  • Premium Giveaway
  • Promo Timeouts & Scoreboard Features
  • Chuck A Puck
  • On-Ice Promotion
  • P.A. Announcement
  • Displays & Activation
  • Ringo's Rascals Kid's Club

50 / 50 Raffle

The Texas Stars Foundation brings you one of the most popular fundraisers of hockey rinks across North America: the 50/50 Raffle! The Texas Stars Foundation 50/50 Raffle raises funds for worthwhile central Texas charities while giving you the chance to walk away with a nightly cash prize.

Corporate Partner will receive the title sponsorship of 50 / 50 which includes multiple signs, in-game announcements, scoreboard graphics, and social media posts.



  • Unique branding & promotional opportunity
  • Special promotion can be created to give away rides or to reward fans at the game
  • The Zamboni is visible during all pre-season, regular season, and post-season games

Game Night Sponsorship

Serve as the game night sponsor with heavy branding and customized activation presence throughout H-E-B Center at Cedar Park

  • Serve as the presenting partner of a theme or giveaway night includes:
    • Game tickets
    • Public address announcements and custom graphics on scoreboard
    • Texas Stars media tagging
    • Other opportunities 
  • Examples of Theme Nights include:
    • Military Appreciation
    • Pink in the Rink

Media Flights Texas Stars

Sponsorship assets that include media tagging will see your brand tagged on a variety of radio, online, print and TV advertising.

An average media flight n 2014-15 for the Texas Stars received 1,287,392 total impressions with a total average media value of $15,500 and included the following: 

Radio | 127 spots

KLBJ 93.7 FM + KROX 101.5 FM + KVET AM 1300 The Zone + KAMX 94.7 FM + KFMK 105.9 FM + KVET 98.1 FM + KBPA 103.5 FM  


Hulu + Pandora + YouTube


Community Impact ½ Page Advertisement: Round Rock/Pflugerville/Hutto, Leander /Cedar Park, Georgetown, Northwest Austin 

Giveaway Nights

  • PA Announcement and custom graphic for each Giveaway Night
  • Exposure on Scoreboard
  • Logo recognition on any/all marketing elements promoting each Theme Night. Includes both in-game and media buys
  • Branded signage the night of the giveaway
  • Example of Giveaway Nights include:
    • Gym Bags
    • Camo Hats
    • T-Shirts
    • Lunch Bags

Timeouts Scoreboard Features

  • Communicate your message with 30 seconds of video board time
  • Use as an entertaining interactive feature, pre-produced commercial, or other game information or entertainment
  • Feature will include a PA announcement, your logo, and custom built graphics which could be displayed on digital fascia and LED ribbon

Chuck A Puck

  • Serve as the title sponsor on a recurring in-game amusement while also supporting local community groups


  • Multiple promotional P.A.’s with graphics at games Chuck A Puck occurs
  • Logo recognition on video board
  • Branded sales kiosk locations.

On-Ice Promotions

  • Execute a creative and exciting promotion on the H-E-B Center ice to meet your marketing objectives
  • Feature will include a PA announcement, your logo, and custom built graphics

P.A. Announcement

Public Address announcement with static graphics occurring 1x per Texas Stars home game

Displays & Activation

  • Be a part of the action during events
  • Your display or interactive experience will appear on the main concourse of H-E-B Center
  • Sample, collect leads, provide an enter-to-win experience, and more
  • Be a part of the action as fans arrive at H-E-B Center
  • Your display or interactive experience will appear on the hardscape located at the main (East) entrance of the arena.
  • Engage with fans as they enter or exit a Texas Stars home game

Kid's Club

The Texas Stars Kids Club offers young Stars fans an opportunity to show support for their team & celebrate being a Stars fan.

Corporate Partner to Receive:

Supporting Partnership of the Kids Club, which includes:

  • Branding on the Kids Club promotional material
  • Logo inclusion on in-arena graphics
  • Inclusion in the dedicated email to Kids Club members
  • Distribution piece in the Kids Club member’s bag (free concrete)
  • Concourse table signage at the Kids Club table
  • (2) Mascot Appearances

Official Status

Official status is granted to your company within the category allowing your company to present itself as the official partner of the Texas Stars or H-E-B Center

Logo Usage Rights

  • Your company can market itself as a partner of the Texas Stars or H-E-B Center at Cedar Park using the official logos
  • Logo can also be used in your company marketing

Player Appearances

Texas Stars players will be marketed for a scheduled appearance at your place of business for autographs and photographs

Mascot Appearances

Ringo the Ringtail will be marketed for a scheduled experience at your place of business for autographs and photographs

Media Overview

  • Marquee
  • TexasStars.com
  • Texas Stars e-newsletter
  • Social Media
  • Social Media Overview
  • TapSnap
  • Webcasts
  • Game Day Program
  • Nightly Notes
  • Will Call Envelopes / Ticket Backs / E-Tickets / Parking Backs


  • Capture all event attendees plus all commuters past H-E-B Center at Cedar Park
  • 12’x36’ video board, double-sided located on the 183 toll road frontage
  • Your company receives one placement in the rotation on the digital billboards
  • Total of 8 rotations
  • Each rotation is 8 seconds in length, your rotation appears once every 64 seconds
  • Minimum four week commitment
  • The first and last thing fans see when they attend any event at H-E-B Center


  • Your company’s ad will be included in a rotating banner on the official website of the Texas Stars
  • TexasStars.com is completely mobile responsive

Texas Stars E-News

  • Weekly e-mail newsletter to opt-in subscribers
  • Click through banner ads or special offers

Social Media

  • Serves as a source for breaking news, score updates, upcoming events, and sponsor giveaway promotions
  • Reach our fans through Texas Stars sponsored content.
  • Facebook – 55,000+ followers and growing
  • Twitter – 23,400+ followers and growing
  • Instagram – 12,200+ followers and growing



Ingenious design + captivating fun = out-of-the-box marketing machine.

During the term the sponsor will receive a custom TapSnap centered promotion to augment other sponsor based activities.  The promotion will include branded backdrops or other elements that can be shared on social media by the fans, thus increasing sponsor's organic reach.

Game Day Program

  • Official game day program
  • Program is distributed complimentary to fans as they enter Texas Stars home games with a distribution of 15,000 during the season
  • Full-page, four-color ad will appear in all regular season editions

Nightly Notes

  • Nightly notes include up-to-date stats, standings, rosters, and your company’s advertisement.
  • Provided complimentary to fans as they enter Texas Stars games. Approximately 60,000 nightly notes are distributed per year.


:30 pre-recorded or live read spots during all Texas Stars broadcasts, both home and away

Will Call Envelopes Ticket Backs/E-Tickets/Parking Backs

  • Ad space available on back
  • Directly communicates your message in the hands of the fans
  • Ticket Backs – STH or General Ticket Stock
  • Parking Backs - Ad space available on the back of the parking passes at non-Texas Stars events at H-E-B Center at Cedar Park
  • E-Tickets – Quarterly ad and annual ad placements available in the over 115k distributed e-tickets

Hospitality VIP & Community Programs Overview

  • Annual Suite
  • Nightly Suite Rental
  • Suite Level Amenities
  • Food & Beverage Program
  • Club Seats
  • Texas Stars Season Tickets
  • Group Tickets & Ticket Banks
  • Logo Usage
  • Official Status
  • Specialty Jersey Sponsor
  • Watch Parties
  • Player Appearances
  • VIP Experiences

Annual Suite

Opportunity to entertain clients or host a special event at all H-E-B Center at Cedar Park events during a year


  • Twenty (22) tickets
  • Five (5) VIP Parting Passes
  • Finest in amenities and services
  • Catering options available
  • Catering loyalty program available

VIP Suite Nights

Opportunity to entertain clients or host a special event at all H-E-B Center events during a year


  • Twenty-two (22) tickets
  • Five (5) VIP Parting Passes
  • Finest in amenities and services
  • Catering options available
  • Season package

Club Seats

The ultimate in hospitality in the lower bowl of H-E-B Center at Cedar Park. Club season seats provide you and your guests with a center ice view and benefits not available in other seating locations.



  • Exclusive MillerCoors Club access which includes access to a full-service bar offering the ability to purchase beer, wine and spirits and special culinary options a step above normal concessions.
  • In-seat wait service at all Texas Stars games and select other events
  • Wider seats
  • Exclusive pre-sale opportunities for all incoming concerts and family shows

Season Tickets

Texas Stars season ticket packages guarantee your company the best seats at the best rates. Use them to build relationships with your clients and prospects or to reward your employees.

The Stars offer full season seat options in all seating levels at H-E-B Center at Cedar Park and 24-game and 12-game plans in most seating levels.

  • Season Ticket Holder Benefits include:
  • Additional complimentary ticket vouchers
  • Additional upgrade vouchers
  • Playoff priority
  • Team merchandise discounts
  • Flexible payment plans
  • And more!

Group Tickets & Ticket Banks

A block of tickets to your selected event good for customers, clients, or employees

Watch Parties

  • Held at mutually agreed upon bars and restaurants the Texas Stars deliver enthusiastic fans to your place of business
  • A unique opportunity to interact with Texas Stars fans and run food and beverage specials

VIP Experiences Broomball/Fan Tunnel/Bench/Zamboni Rides

Broomball/Fan Tunnel/Bench/Zamboni Rides

Private VIP EXPERIENCE during a Texas Stars home game


  • Post-game Broomball
  • Post-game Slapshot
  • In-game Zamboni rides
  • Pre-game bench experiences
  • In-game fan tunnels
  • And more!

Texas Stars Foundation

  • The Texas Stars Foundation is a registered 501c3 charitable organization dedicated to enhancing the community through various forms of support including financial contributions, gifts in kind and volunteerism. Formed in the summer of 2010, the Texas Stars Foundation is the official charity of the Texas Stars Hockey Club. The Foundation strives to utilize the talents and resources of the Texas Stars players, families, staff and ownership to enrich the greater central Texas area and military children throughout the United States.

Investment Summary

Call 512.Go.Stars (512.467.8277) for a customized sponsorship package!