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Minor professional ice hockey league ECHL and Sports Business Advisors announced a strategic partnership June 5.

The organizations say the collaboration focuses on driving the Shrewsbury-headquartered league’s revenue generation, enhanced branding and league awareness; as well as pursuing innovative corporate sponsorship opportunities.

A trio of respected, experienced sports industry executives founded SBA in 2024. Together, Mark Piazza, Mike Santos and Steve Violetta leverage more than a century of experience and expertise in areas such as revenue growth/retention, operations, marketing, facility management, and financial/legal matters for leagues, teams and brands. All three boast robust backgrounds in the sports world — including professional hockey.

“The ECHL is pleased to welcome Sports Business Advisors as a consulting advisor and the official sales agency on behalf of the league,” said Ryan Crelin, commissioner, ECHL. “SBA stands out for its many years of experience at the highest level in different sports across all business functions that impact pro sports teams and leagues.”

Other key things to know about the strategic partnership:

• SBA will support ECHL crown jewel events, including All-Star Game and Kelly Cup Playoffs
• ECHL teams will have the opportunity to utilize SBA’s services

Violetta said SBA is truly excited for this opportunity to work with the ECHL, which has grown into a coast-to-coast league with 29 teams in 22 states and one Canadian province. It also has affiliations with 29 of the 32 NHL teams.

“For over 35 years, they have built a strong brand that represents quality on the ice and a loyal following for all hockey fans across North America,” said Violetta. “We look forward to supporting the growth of both the league and its teams in their mission to provide affordable, fun family entertainment.”