The Dallas Stars, of North American ice hockey’s NHL, have unveiled a seven-year deal with A Parent Media Company (APMC), through which free streaming of their games will be provided.

Through the tie-up, all the Stars’ regional fixtures, starting with the 2024-25 campaign, will be streamed free of charge on Victory+, a newly launched direct-to-consumer (DTC) platform created by APMC.

Through the deal, the Stars become the first major US sports franchise to offer free DTC streaming coverage of their games.

Victory+, a free ad-supported platform, will be available for download on smart TVs, tablets and smart phones in September 2024, and will offer live games to fans across Texas, Oklahoma, Louisiana, and Arkansas – the Stars' regional territory.

Following the franchise's recent decision to end its local broadcast deal with the beleaguered Diamond Sports Group (DSG), this tie-up with APMC marks a new direction for the Stars and its media strategy. Last season, games were covered by DSG's Bally Sports Southwest service.

The service will enhance the fan experience “with a low-latency feed and high ad-fill rate for a superior viewing experience”, and both direct and programmatic advertisements will be provided.

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APMC has now hired Jason Walsh, former executive producer at the Fox Sports broadcaster and former Stars vice president of broadcasting, to lead Victory+.

APMC – which also produces platforms such as Kidoodle.TV and the streaming channel of Dude Perfect – will look to work with other sports teams and leagues with Victory+ in the future.

Neil Gruninger, president and chief executive at APMC, said: “This presents a remarkable opportunity to collaborate with the Dallas Stars, an organization that is prioritizing its fans. Leveraging our digital expertise, we aim to create a cutting-edge platform that unites fans, teams, athletes, content providers, advertisers, and brands in a unique streaming service that celebrates them all collectively.”

Brad Alberts, the Dallas Stars CEO and president, added: “Our first priority has always been our fan base, and on Victory+, fans will be able to stream 100% of Stars content for free through this innovative and unique streaming platform for sports programming.”

The Stars lost in the 2023-24 NHL conference finals, across six games, to the Edmonton Oilers.

Earlier this month, Stanley Cup champions Florida Panthers announced a new multi-year local broadcast deal with regional sports network (RSN) group Scripps Sports.

Scripps will televise locally produced Panthers games for at least the next two seasons in the Florida markets of Miami/Fort Lauderdale (WSFL-TV), West Palm Beach (WHD-TV), and Fort Myers (to be announced).

DSG is currently in court looking to exit bankruptcy, and the deciding confirmation hearing is scheduled for July 29.