PMG Partners with Dallas Stars & Victory+ on Innovative, Free, Ad-Supported Streaming Service

Dallas Stars President and CEO Brad Alberts, A Parent Media Co. Inc. (APMC) President and CEO Neil Gruninger, and PMG Head of Partnerships Sam Bloom announced yesterday evening that Victory+ will partner with PMG to provide innovative media opportunities for brands on their new, free streaming platform. The announcement was made during a Dallas Stars on Victory+ Launch event at The Factory in Deep Ellum.

 The Stars and APMC will be part of the first-ever PMG Sports Lab, where clients can test, learn, and experiment to be a first-mover in the ever-evolving space of sports marketing. Victory+ marks the first time that a major professional team produces and controls their local and regional media rights, exclusively across digital channels. This model provides team sponsors and advertisers with more innovative media opportunities to reach and engage fans. Participating PMG clients will help co-create this new sports model and benefit from best-in-class rates, PMG-exclusive media packages, custom creative placements, and test-and-learn opportunities, along with rigorous measurement and analytics from PMG’s award-winning Alli marketing intelligence platform.

 “We partnered with PMG because of their track record of delivering measurable results for their clients through relationships and technology,” said Alberts. “Working with Dallas-based companies has always been important to our organization. With their offices right next to American Airlines Center, they understand our drive to have the best fan experience in professional sports both in our arena and on Victory+.” 

 Beginning this season, all regional Stars games will be on Victory+, a free direct-to-consumer streaming service created for fans. Victory+ will officially be available for download beginning today in the App Store, Google Play, and major television streaming devices. The platform will ensure fans within the Dallas Stars regional territory (Texas, Oklahoma, Louisiana, Arkansas) can enjoy content on their preferred device. Fans outside the Stars' regional territory will still be able to enjoy Victory+ to watch a robust menu of ancillary content provided by the team. 

 “This partnership marks an exciting opportunity for all involved,” said Gruninger. “Our cutting-edge technology ensures the most efficient and impactful ad delivery, allowing companies to maximize their investment while fans enjoy watching their favorite teams for free. We're thrilled to collaborate with PMG to enhance the live sports streaming experience for everyone.”

“Live sports is fragmenting at breakneck speed at the national level, and we believe the next battleground is regional sports,” said Bloom. “We’re excited to partner with the Dallas Stars on this first-of-its-kind, ad-supported Direct-to-Fan (DTF) streaming model. Victory+ brings the arena experience home—offering new ways to engage fans directly, while PMG’s Sports Lab offers new ways for advertisers to get into the game.”

“PMG’s sports marketing practice is committed to leaning into innovative digital-first platforms and partnerships in sports,” added PMG head of sports marketing Dan Conti. “With a game-changing streaming product that blends local sponsorship access and assets with local sports media distribution and scale, we’re thrilled about the creative opportunities and potential for PMG’s sports clients to partner with Victory+.”