Springfield Thunderbirds end 2025-26 season with another high attendance average

By Zachary Baru

The Springfield Thunderbirds once again capped another successful season on the ice with success off the ice as well.  The American Hockey League franchise finished the 2025-26 regular season with an average home attendance of 6,258 fans per game.

The Thunderbirds' average was good enough for 13th out of 32 clubs in the AHL, as averaging over 6,000 is no longer sufficient to be top ten in a league that has seen significant market growth within the last decade.  

In today's AHL, with major markets such as Chicago, San Diego, Cleveland and Charlotte, large attendances are no longer a rarity.  Attendances of 5,000-plus, which prior to 2015 might be seen as decent numbers, have now become the norm.  All formerly mentioned clubs finished within the top ten in attendance, with the lowest average being Charlotte at 7,257 fans per game.  Go back a decade, and Charlotte's 8th spot was occupied by Texas at 6,290, showing growth in the league, despite setbacks during the pandemic.  

Going back to the Thunderbirds, this season's average of 6,258 marks a slight drop from last year's average of 6,369 fans per game.  During last year's 2024-25 season, the T-Birds marked an astonishing seven straight years of growth in average home attendance, increasing every single season since their inception in 2016.  It should be noted that the Thunderbirds did not play during the pandemic in 2020-21.  Even during a COVID-19 interrupted season of 2021-22, Springfield was able to increase their attendance from the 2019-20 season. 

With a slight dip in attendance this year, the Thunderbirds still should be celebrated for finishing their season with over 6,000 fans per game for the fourth consecutive season.  This is an accomplishment that is a stark contrast to that of attendances during much of the 2000's and early 2010's.  Additionally, this is a major accomplishment for the Thunderbirds' marketing department, which has won several league awards in both this and previous seasons.  Incoming marketing manager Shae Koharski was recognized at the AHL League Awards last season with winning the league's Marketing Department of the Year and the league's Most Unique Social Media Content.

While the Thunderbirds continue their postseason success on the ice, off the ice things once again seem to be headed in a positive trajectory.  Thanks to strong support from the region's fans, and a marketing department that continues successful campaigns year after year, the Thunderbirds are once again reminding the growing league that the "small market" of Western Mass. can produce much more than small market numbers.

Source: HockeyDB.com, American Hockey League, MassLive

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.  Zach also writes SportsBusinessBoston.com and SportsBizAmerica.com.

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For UMass Basketball, the long, early season trip is worth it

By Zachary Baru

It may be early season basketball, a non-conference game hosted at a neutral-site, but for UMass, the trip to Sunrise was worth it.  

Photo: Aaron Baru

The voyage to the Orange Bowl Basketball Classic not only gave UMass fans down in Florida a chance to see their favorite team, but also a spot on national television.  It may not be ABC or ESPN, but for a school trying to prove itself and their impressive 7-3 record, today's trip to South Florida has given UMass a spot on the ACC Network, one of many channels that can be found on the updated ESPN App. 

With the move to a new conference, the Mid-American Conference, and the absence of national contention for some time, UMass has a lot to prove.  The team has shot off to an early 8-3 start, and today's appearance in the Orange Bowl Basketball Classic gives the team a chance to be shown on TV outside of the New England region.  

The ACC Network is part of the ESPN family of networks, and today's game can be viewed on linear TV or on the ESPN App.  This is important for a UMass team that wants to show the country what it is capable of, and it certainly is doing that here in Sunrise this afternoon.  UMass began the double-header topping Florida St. 103-95. 

Looking around the venue, plenty of UMass fans can be seen enjoying their team, and showing the other South Florida fans just what the UMass program has to offer this season.  The feeling in the venue is that of a bigger-event, with fans from each of the four schools very prevalent.  The crowd has been locked in, more so than most early afternoon starts.  

For UMass, getting back to the national stage will not be easy, but out-of-state early season events such as this is a step in the right direction.

UMass fans make their way down to the Orange Bowl Basketball Classic in Sunrise

By Zachary Baru

Sunrise, Florida, - It did not take long to find many UMass Basketball fans for their trip down to the Orange Bowl Basketball Classic.  Within just minutes of the game, a conversation could easily be had with fellow fans regarding anything considering the 413 area code.  The game, however, is far from UMass' home of the Mullins Center, as UMass faces Florida State this afternoon at the Amerant Bank Arena in Sunrise, Florida.

Photo: Aaron Baru

Located in the home of the National Hockey League champion Florida Panthers, the Amerant Bank Arena is 30 miles north of Miami.  The arena is adjacent to the Florida Everglades, with just an expressway separating the venue from the east-end of the Everglades.  Seating 19,250, the venue is large for college basketball, but a decent amount of fans have showed up for the early half of a double-header this afternoon.  And surprisingly, this early crowd is loud and engaged.

It took just minutes to meet fans from Western Mass., and groups of UMass fans can be spotted all around the venue.  The breakdown of UMass to Florida St. fans is about 80/20%, in favor of Florida St., of course. But there is plenty of UMass fans and media making the trip from UMass, making for a great day of college basketball just outside of Fort Lauderdale. While the arena is about a 45 minute drive from downtown Miami, the venue is only about a 20 minute trip west from Ft. Lauderdale. 

With an expansive alumni, and fellow Western Mass. natives who have made the move down south, it is not surprising that a decent following of UMass fans can be found so far from home.

Coverage of UMass in the Orange Bowl Basketball Classic

For the first time Western Mass Sports Biz is proud to cover UMass Basketball's appearance in the Orange Bowl Basketball Classic, live from inside the Amerant Bank Arena in Sunrise, Florida.

After covering the Tip-Off Tournament at the Mohegan Sun Arena for many years, the MAAC Conference Tournament in Springfield, and the Hall of Fame Classic in Springfield, this marks the first time Western Mass Sports Biz will be covering an event outside of New England.

This event, held each year by the Orange Bowl Committee, further establishes the Orange Bowl's commitment to sports and the community of South Florida.  Unlike the Orange Bowl, held in Miami Gardens, the Orange Bowl Basketball Classic is hosted 20 miles north in Broward County in the city of Sunrise.  

The Classic brings top NCAA division 1 men's basketball teams each year to the tournament, this year hosting Florida St. vs. UMass in the first game, and the University of Florida vs. George Washington in the second game of the double-header.

Stay tuned to WesternMassSportsBiz.com all day for updates live from Sunrise, as we tap into the business-side of everything happening at the Orange Bowl Basketball Classic.  Live tweets and photos will also be available on Twitter @zbaru.

Thunderbirds Sell Out with Lucic Debut, Another Off-Ice Win for Springfield Hockey

The Springfield Thunderbirds once again proved that hockey in Springfield is thriving, both on and off the ice, as the team sold out the MassMutual Center for Milan Lucic’s debut last night. 

The excitement surrounding Lucic’s return to professional hockey created quite the buzz in Downtown Springfield, with a packed arena and a noticeable buzz surrounding Springfield hockey both in-person and online. Springfield lost to the Bridgeport Islanders 6-2 last night, in front of yet another sold out crowd of 6,793 at the MassMutual Center.

Springfield continues to establish themselves as one of the premier business operations in the American Hockey League. From creative marketing campaigns to strong community engagement, the franchise has consistently used big moments to build momentum. The addition of Lucic, even temporarily, was a perfect example of the team’s ability to continue to draw large crowds inside the MassMutual Center.

For the Thunderbirds, the night was about more than ticket sales, it was about brand building. Every sold-out crowd strengthens Springfield as a noticeable minor league market, drawing fans downtown and driving economic activity for nearby restaurants, bars, and hotels. The organization’s ability to connect with the community and  create on-ice success is another example of their consistent growth since returning to the AHL in 2016.

The Thunderbirds continue to show how strong management and smart marketing can make professional hockey a powerful economic driver for Western Massachusetts.

Packing the MassMutual Center: Springfield ranks 12th out of 32 AHL teams in attendance

By Zachary Baru

In a league of growing markets, and in a time when the AHL is no longer an NHL side show, the Springfield Thunderbirds are entering the end of the season on a high note at the box office.

Out of 32 American Hockey League franchises, the Springfield Thunderbirds rank 12th in attendance, averaging 6,272 fans per game, according to hockeydb.com, a website that collects attendance figures for all teams in the AHL.  For a relatively small AHL market, at a time when the league has expanded to larger cities in major arenas, the Thunderbirds are doing extremely well at the gate.

This is no surprise to Thunderbirds fans, as since the new franchise began in 2016-17, the team has seen a great deal of support in the stands.  Stemming from excellent marketing behind the scenes, an ownership group committed to the franchise, and experienced leadership, the Thunderbirds began their history with great momentum and never looked back.

This continued into last season, when the Thunderbirds played to 93.1 percent capacity during the 2023-24 season.  Ending that season, Springfield sold out 14 consecutive games at the 6,793-seat MassMutual Center.  This continued into the 2024-25 season, when the Thunderbirds sold out opening night as well, extending their sellout streak to 15 games across two seasons.  

This once again caused the team to add their live stream to linear TV, with opening night airing on Cozi TV in the Western Massachusetts television market.  The Thunderbirds have done this on a number of occasions throughout this current and previous seasons, making sold out games available on both streaming and linear TV.  This has been an effective strategy to make the games viewable to fans when tickets are no longer available, increasing fan engagement while also creating new ones.

The days of the AHL being mainly for medium-sized northeastern cities are long gone, but it is great to see Springfield keeping up with some of the larger markets in the league.  As the league continues to grow, the Thunderbirds have proved they aren't going anywhere, and they are alive and well continuing the rich tradition of hockey in Springfield.

Source: HockeyDB.com, American Hockey League

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.  Zach also writes SportsBusinessBoston.com and SportsBizAmerica.com.

Thunderbirds begin season extending sellout streak to 15

The Springfield Thunderbirds have begun their season in remarkable fashion, with their opening night officially selling out. This marks the 15th consecutive sellout at the MassMutual Center, continuing a trend that has seen the franchise sell out every Opening Night since its establishment in 2016. 

This consistency underscores the growing enthusiasm and support from the local community, setting an electrifying tone for the season ahead.  The franchise’s emphasis on community engagement highlights the Thunderbirds' commitment to enhancing the fan experience beyond just the on-ice action.  

In addition to their sellout success, the Thunderbirds are expanding their reach through local broadcasting. Seven games this season, including the highly anticipated Opening Night, will air on CoziTV, allowing more fans to connect with the team. 

This strategic move not only strengthens the franchise's presence in the region but also reflects their dedication to off-ice excellence, ensuring that the Springfield Thunderbirds remain a cornerstone of local sports culture.

The significance of the Thunderbirds' 14-straight season-ending sellouts

 By Zachary Baru   

Yes, that's right, our Springfield Thunderbirds did in fact sellout the final fourteen games of the 2023-24 season.  Skeptical?  Well, to be fair, anyone who studies sports business should be when it comes to attendance.  But no, the Thunderbirds' feat is in fact true, as verified by the franchise and the American Hockey League, but also multiple media outlets such as WGGB/WSHM, Masslive and Spectrum.  Does this mean that every seat was filled for every single game?  No, but I don't know any professional sports team that reports attendances directly from venue entrance records.  Nearly all franchises report tickets sold for official box scores.  The Thunderbirds did truly sellout their final fourteen games of the season, an accomplishment the franchise and its fans should be very proud of. 

In fact, the Thunderbirds' high attendance this season is part of a larger national trend, as the AHL set a new attendance record this season with more than 6.8 million fans attending games.  The previous record of 6.6 million fans was set in the 2015-16 season.  The league also reached it's third highest average game attendance this year with 5,920 fans per game.  This is quite an accomplishment, as the Springfield-based league has operated since 1936.

Back to the Thunderbirds, April 20th was a historic night for the franchise, as Springfield ended it's season with a 14th straight sellout in front of 6,793 fans at the MassMutual Center.  With this sellout, the Thunderbirds have played to 93.1 percent capacity this season in Downtown Springfield.  Shops, restaurants, hotels and of course, MGM Springfield are all major beneficiaries to this influx of patrons in and around the downtown area.  With the current state of the economy in 2024, the timing couldn't be better for a season full of large crowds in Downtown Springfield.

So bring on the, "they should still be in the Coliseum" arguments, or the "Springfield isn't a large enough market for the second best hockey league in our country" claims, but the data speaks for itself - this market is truly right for the AHL.  And Springfield hockey fans will come downtown to support their team.  In fact, the Thunderbirds average attendance is right around where it should be, at just over 400 fans higher than the league's average.  With all respect to the extremely special history of the AHL in Springfield, between the Indians, the Kings and Falcons (with major emphasis on extremely special), this franchise has in fact earned it's respect.  The days at the Eastern States Coliseum were one in which I can only wish I was ever able to attend.  And I am truly appreciative for being able to attend Shriners Circuses at the Coliseum growing up, allowing me to get some sort of glimpse of what it might have been like to attend Indians games at the Coliseum.  I can only imagine the magic of the atmosphere, the intimacy of the "barn", and the sights and sounds of a 4,500-seat venue that often had many more than its capacity inside.  As much as that history is special, the Thunderbirds are truly doing their part to continue the tradition of a very important AHL market.  

Right from the very first week this franchise began in 2016, it's front office and marketing department has acted anything but minor league, giving a big-league feel to a small market.  Their marketing efforts are a major, major reason why this franchise has been able to sellout its first-ever game, its final fourteen games this season, and many in-between.

Source: American Hockey League, Springfield Thunderbirds, WGGB/WSHM, Spectrum, Masslive

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.  Zach also writes SportsBusinessBoston.com and SportsBizAmerica.com

Legacy of the Tip-Off Classic in Springfield lives on with showcase event

By Zachary Baru

While the Tip-Off Classic may no longer be played at the Civic Center in Springfield, this past weekend still saw Division I college basketball action return to downtown.  Although there are many differences to what once was, the legacy of the Tip-Off Classic still lives on, and in the hearts of many basketball fans in Western Massachusetts

It was once an economic driver - brining in a guaranteed sellout crowd of 7,443 to the Civic Center, the building's former fixed-seating capacity.  Hotels were full, restaurants, especially those downtown, filled with patrons staying for the Classic.  Even downtown shops too saw an uptick in customers.  This was not just a show-up and go-home event.  The Tip-Off Classic was Springfield's time of the year, along with enshrinement, to remind the world that this city is the true "birthplace of basketball".  Even a downtown parade preceded the game, a matchup that was typically on national television.  The Tip-Off Classic was traditionally the beginning of the college basketball season, bringing two top-ranked teams to the Springfield Civic Center each Thanksgiving between 1979 and 2005.

Times have changed.  The building is no longer called the Civic Center, of course, and is now called the MassMutual Center.  The venue is not even the top-drawing attraction downtown, it is the location of arena shows for MGM Springfield, downtown's new economic engine.  

But on Saturday, something felt right again.  As viewers nationwide watched on ESPNU or the ESPN App, the Basketball Hall of Fame successfully held the "Basketball Hall of Fame Classic", an ode to the Tip-Off Classic, and a showcase featuring four Division I schools.  Nationally ranked and coming off a Final Four appearance, Florida Atlantic faced St. Bonaventure at 4 p.m., and UMass faced West Virginia during the nightcap at 6:30.  Both games were on ESPNU, and attracted a combined crowd of 7,009, just shy of the MassMutual Center's 7,300 seat capacity for basketball.  Those numbers, however, are a combined crowd.  The official attendances were separated by game, and were 4,264 for UMass-West Virginia, and 2,745 for FAU-St. Bonaventure.

Those attendances may sound smaller than expected, but they aren't so bad when looked at as a whole event in a 7,000-seat arena, nearly combining for the venue's capacity.  Also, this event served it's purpose, it recognized the Tip-Off Classic's history, and brought this to a national television audience.  And to do so on an ESPN network, this is a success in itself.  The Hall of Fame Classic also helped UMass with a crowd of over 4,000 during the winter break, which can be difficult some years on campus with many students at home visiting their families.  

With such a rich local history, having this event in Springfield is still very important to basketball fans, and the local economy itself.  Although the allure of the Tip-Off Classic is not the same, and the tournament has moved down to Uncasville at the Mohegan Sun Arena, having college basketball in Downtown Springfield is still important, and this past weekend's "Classic" was a reminder of all that rich history of college basketball in the birthplace of the game.

Zach Baru can be followed @zbaru and reached at zachbaru@gmail.com.  Zach also writes SportsBusinessBoston.com and SportsBizAmerica.com. 

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NECBL fills an important role within Western Mass. and all of New England

 By Zachary Baru

As the Valley Blue Sox were eliminated last week by the Bristol Blues, for baseball fans it is important to keep in mind the significant role Holyoke's team and the summer collegiate league play in our region.  Locally, baseball has roots in Holyoke.  Going back to 1903, the Holyoke Paperweights played in the Connecticut League until 1911.  But most prominently, the Holyoke Millers brought minor league professional baseball to Mackenzie Stadium in 1977.  The Millers played in the Eastern League, which today you will find just down I-91 in Hartford, as the Hartford Yard Goats are the closest team to Western Mass. to represent the Eastern League in AA Minor League Baseball.

Joe Wolfe Field in North Adams.

The Millers put Holyoke on the map as a baseball city, in a way, but left in 1982.  You'd have to go all the way to 2004 to see baseball return to Holyoke, but this time not necessarily minor league by definition.  In 2004 the Holyoke Giants of the New England Colligate Baseball League returned baseball to Mackenzie Stadium.  Since the NECBL is a league for college players to develop skills in the summer, it is not minor league baseball in the traditional sense.  Their teams are not affiliated with specific Major League Baseball teams.  The Giants left Holyoke in 2007 and the Holyoke Blue Sox came to replace them in the NECBL, where they play to this day.  The Blue Sox were renamed the Valley Blue Sox in 2014, representing the Pioneer Valley in the NECBL.  And this is where the important role of the league comes into play here in Western Mass.

Without the NECBL, two cities with rich baseball histories would not have any games played in their stadiums.  These two cities are Holyoke and also North Adams, which for anyone who has not made the trip up to Berkshire County to catch a game, is simply an incredible setting for baseball.  Set with the backdrop of the mountains, Joe Wolfe Field is packed every year for the annual Fourth of July game, with postgame fireworks launched right in front of the mountains of North Adams in Berkshire County.  It's moments like this, when you look around and see nearly an entire small New England town together, that you realize the special place NECBL baseball has in our region.

In Holyoke, where Mackenzie Field was built in 1933, the team has hosted the NECBL Championship, and the NECBL All-Star Game, of which the 2009 game drew a then league record crowd of 4,906 fans to Mackenzie Stadium.  Nearly 5,000 people in Holyoke, many of which contributed to the city's economy in some way at local restaurants, bars, stores and hotels.  This is what the NECBL can do for cities across New England who otherwise might be forgotten about by today's larger Minor League Baseball organization.  And make no mistake about it, the Minor League Baseball of today is not just a level of play, it is a true organization owned and operated by the MLB, with a newly consolidated structure that has left smaller New England cities even further from ever obtaining a true minor league franchise.

What is left?  Nothing at all to be ashamed of, the NECBL is more or less flourishing in New England.  Not only are Holyoke and North Adams great stops in the league for fans, but the Newport Gulls play in a beautiful/historical Cardines Field.  As if Newport is not a great enough New England city for a road trip, the NECBL also has interesting places to watch baseball in Mystic and yes, even Martha's Vineyard.  Perhaps the only baseball league requiring teams to ferry to games, but don't quote me on that one.  

Western Mass. might not have the glitzy stadiums like Hartford's Dunkin' Park, or Worcester's Polar Park, but we still have something special that other places around the country cannot all say they have.  A great regional baseball league that allows fans to get extremely close to the action, at a very affordable price, and one that brings the town together in a way only a league in New England can accomplish.

Zach Baru can be followed @zbaru and reached at zachbaru@gmail.com.  Zach also writes SportsBusinessBoston.com and SportsBizAmerica.com. 

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Thunderbirds off to a top 10 start in league attendance

By Zachary Baru

It's been a wild year for the Springfield Thunderbirds.  The franchise had a playoff run for the ages, making it all the way to the Calder Cup Finals, before losing to the Chicago Wolves at home back in June of 2022.

Sold out crowds during the playoffs, tickets selling out well before the game and only available on secondary markets, a loud MassMutual Center, a taste of the past when the former Civic Center was home to two Calder Cup champion teams in both 1990 and 1991.  But that was the Springfield Indians, and fast-forward to 2022, and two AHL franchises later, the Springfield Thunderbirds have brought some of that nostalgia magic back, at least off-the-ice that is.

While the team is currently 7-8-0-4 and 7th place in the Atlantic Division out of eight teams, the Thunderbirds are still a top ten team at the box office.  And AHL fans know, in minor league sports, being top ten in attendance is a very, very important stat.  According to HockeyDB.com, the Thunderbirds are currently averaging 5,871 fans per home game, good enough for 10th out of 32 teams in the AHL.  The Cleveland Monsters lead the league in attendance, averaging 8,726 fans per game.  

Today's AHL is a lot different than the league of the past, as many teams are playing in large markets, three of which are playing in NBA or NHL arenas (Cleveland, Calgary and Manitoba).  The Thunderbirds are ahead of three large market franchises such as Milwaukee, Toronto and San Jose.  Not to mention other larger markets with NHL teams such as Calgary and Manitoba, both of which are behind Springfield in attendance.  

So how does this all pan out?  For a relatively small market of Western Massachusetts, in a city that has a population of 155,929 according to the 2020 U.S. Census, the Thunderbirds are doing pretty good when it comes to the gate.  We are not a city that shares an NHL or NBA team like others in the AHL do, we are not a top 30 media market like other teams are, we are simply Western Mass.  But we are not just a smaller media market, we are one that loves hockey, and has an extremely rich tradition of both great hockey teams and great success.  

It's no surprise that the success of the 2021-22 Thunderbirds has lead to large crowds this season, but a level of appreciation should also go to the Thunderbirds' front office, as their marketing plays a very large role in all of this success off the ice.  As the season continues, hopefully the big crowds will as well, keeping Springfield on the map as a true hockey town.

Zach Baru can be followed @zbaru and reached at zachbaru@gmail.com.  Zach also writes SportsBusinessBoston.com and SportsBizAmerica.com. 

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How the lack of local sports media hurts the brand

By Zachary Baru

One of the biggest assets of our small region here in Western Massachusetts is the fact that this little area actually does in fact have a great deal of media entities.  While the number of local news stations, radio stations (both public and private radio) websites and local papers that focus on one or more towns is arguably a lot greater than the size of the market, the amount of full news coverage has declined in recent years.  Papers have become smaller, news stations have merged but remain on separate channels at separate times, and websites are increasingly asking for subscriptions to see full content.  So where does all of this leave sports?

Sports in Western Mass.

One of my greatest memories of my childhood in Western Mass. was following sports here in the region.  I always enjoyed reading Garry Brown in the Union News, Sunday Republican, and now The Republican.  I enjoyed watching Scott Coen on News 40 and both WWLP's and News 40's high school sports coverage - for not just football, but all sports.  I enjoyed reading The Republican's stories about local sports but also their two full pages of scores, calendars and box scores.  I could see everything going on in the sports world with just one glimpse.  While some of this remains the same, a lot has changed.  Not just locally, but nationwide.  We are seeing a trend of sports departments getting smaller and smaller in both papers and news stations.  Many local news stations throughout the country, including here in Western Mass., do not have a sports department anymore, and show sports stories from time to time.  This begs the question, how does this hurt the brand?

Sports media is essential for local sports teams.  We are fortunate to have eight local sports teams at either the professional, semi-professional, or amateur/collegiate development level.  These are the Springfield Thunderbirds, Western Mass. Pioneers, New England Mutiny, Western Mass. Zombies, Holyoke Blue Sox, Pittsfield Suns, North Adams SteepleCats and Westfield Starfires.  Fortunately for some of these teams, they do still receive good coverage from local media.  The Thunderbirds and Blue Sox enjoy decent coverage, but even both of these franchises do not get the complete coverage across all mediums they once had.

Present-Day Coverage

Coverage for the Pioneers is not what is has been in the past, and even the Mutiny, who now have become a staple in Western Mass. having formed in 1999 as the Springfield Sirens, receive limited coverage.  It is understandable that Berkshire County teams such as the Suns and SteepleCats will not get coverage in Springfield, but what kind of local television coverage can these teams get?  Especially when many people who live in Berkshire County only receive local channels from the Albany market.  These teams rely on all forms of coverage, from print, to digital, to television, to radio.

Fortunately WAMC, Albany Public Radio and local NPR affiliate, does in fact cover Berkshire County.  But the fact remains that local sports coverage in the media just is not what is once was.  And while nothing can ever stay the same, especially with the emerging media and technology landscape, the brand of local sports has been hurt over the last decade.  

The Effect on Local Sports

Less media coverage to local teams hurts franchises' marketing, sales, and overall awareness.  In today's economy, between prices and competition within the entertainment industry, it is hard enough to get people to come and watch a game in person.  Local teams do not have the luxury that major league teams have when it comes to television contracts.  Local sports depend on in-person attendance.  To anyone that says "no one reads the paper", or "no one is watching local news on TV anymore", I simply say that is wrong.  People are still reading papers and watching news, just sometimes on different platforms.  I would argue that news and media is consumed more today than it has ever been, especially with new digital platforms for it to be delivered.

Whether it is a newspaper, a digital version on a desktop or phone, television, a streaming platform with local news, YouTube, radio or a podcast, people are consuming media just as much as ever, but in more ways than ever before.  Media is still extremely relevant, and local sports teams know this.  They depend on the local media to get the word out about their team.  And while the responsibility still lies with the team to market itself, a lack of sports coverage truly hurts the brand for the local teams we love.

Zach Baru can be followed @zbaru and reached at zachbaru@gmail.com. 

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Hockey makes a comeback in Springfield with back-to-back big nights in October

By Zachary Baru

The City of Springfield waited for an entire season without AHL hockey, and on October 15th and 16th, hockey returns to the region with fans in dramatic fashion.  

The American Hockey League's return to Springfield comes one day after American International College faces local rival and national champion, the University of Massachusetts.  Any UMass appearance in Springfield would be a big game, as the team has previously played games at the formerly-named Springfield Civic Center.  

In the renovated MassMutual Center, the venue is now home to the city's NCAA Division I hockey team, American International.  The MassMutual Center has served as AIC's home ice since the 2016-17 season, after the team switched home venues from Olympia Ice Center in West Springfield, Massachusetts.  UMass, coming off a 2021 NCAA Frozen Four championship, has heated up an already interesting rivalry between the two D1 schools who are just 23 miles apart.  

The very next evening marks the return of AHL hockey to a city with a storied history in the league.  AHL hockey began in the city in 1926, when the Springfield Indians began playing at the Eastern States Coliseum in West Springfield.  The Indians became the Kings during the franchise's affiliation with Los Angeles, became the Indians again, and moved to Worcester in 1994.  Fortunately that same year a group was established by Bruce Landon, a long-time Indians great and General Manager of the franchise after his playing career.  The Springfield Falcons were born, moved to Tucson in 2016, but once again Landon was able to save the city's AHL franchise and helped put together a new ownership group with Majority Owner Paul Picknelly.  The Thunderbirds were established, and although COVID-19 cancelled their 2020-21 season, the franchise returns in October 2021 for a new season at full capacity.  

There are many reasons for hockey fans in Springfield to celebrate with a big October weekend of hockey.  Hockey is back in Springfield at both the pro and Division I levels, not only serving hockey fans, but providing a much-needed boost to the local economy.  As the fans return to downtown Springfield, restaurants, shops and hotels will all see increased business, one of the many positive impacts the city will see as hockey fully returns.

Zach Baru can be followed @zbaru and reached at zachbaru@gmail.com. 

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Thunderbirds set to return to the ice for 2021-22 season

By Zachary Baru

The Springfield Thunderbirds of the American Hockey League announced last week they will return to the ice to play in the 2021-22 season this fall.  

The target start date will be October 16, and the team is hoping to be able to allow full capacity at the home games this season according to Nate Costa, President of the Thunderbirds.  Built in 1972 and renovated in 2005, the MassMutual Center, the Thunderbirds' home venue, seats 6,663 fans for hockey games.

The news comes with great relief to local businesses in the downtown area who have been suffering throughout the entire pandemic, but also hit even harder by the loss of 38 hockey events that bring fans into restaurants, bars, hotels and shops in Downtown Springfield.  

Local businesses - the ones that are fortunate to remain - are hoping to pick up where they left off before the pandemic, typically welcoming patrons before and after Thunderbirds games.  Away teams, coaches, staff, and media support local hotels, along with occasional fans traveling for away games.  The restaurant and bar scene in Downtown Springfield were arguably impacted the most, as many downtown establishments see a noticeable difference between nights when there are Thunderbirds home games and nights when the team does not play.  

Aside from the local business owners at these restaurants and stores, all staff including servers, bartenders, bar-backs, managers and cooks have lost a tremendous amount of tips and hours without downtown events brining in customers on a weekly basis.  

As the country continues to become vaccinated, and life slowly moves closer to normal, the local economy in Springfield will soon get a much needed shot of life pumped into the downtown.  As the Thunderbirds are set to play a key role in Downtown Springfield's revival, the relief for all employees at local businesses cannot come soon enough.

Basketball Hall of Fame to hold enshrinement at Mohegan Sun Arena, continuing partnership with resort

By Zachary Baru

The Naismith Memorial Basketball Hall of Fame will be holding their enshrinement at the Mohegan Sun Arena, marking the first year the museum will hold the ceremony at the resort casino in Uncasville, Connecticut.

The Enshrinement Weekend, taking place May 14-15, 2021, will continue a partnership the Hall of Fame has had for many years with Mohegan Sun.  This year, however, the Hall of Fame will hold their enshrinement in the 10,000-seat Mohegan Sun Arena, an arena that has has 9,323 fixed seats and expandable to 10,000 for concerts.  The arena has won numerous awards, most recently winning Casino of the Year award for venues at the Academy of Country Music Awards in 2019.  This is the seventh time in 12 years the Mohegan Sun Arena has won the award at the ACMs.

Aside from being an intimate yet rather large arena, and a modern venue, holding this year's enshrinement at the resort casino also allows the other events of the weekend to all be held on the same property.  Whether this is COVID-related has not been mentioned, but it does add to the case of making the Mohegan Sun property a good choice to host the weekend event.  

The weekend events begin on Friday, May 14 with media availability at 2:00 p.m.  Later that afternoon at 5:00 a Tip-Off Celebration and Awards Gala will be held.  The following day on Saturday, May 15 there will be a VIP Reception at 2:00 p.m., followed by the 2021 Enshrinement Ceremony at 5:00 p.m. at the Mohegan Sun Arena.

With two luxury hotels, 50 restaurants, bars and eating options, and two separate convention and exposition centers all connected on the same property, Mohegan Sun allows the Hall of Fame to host the entire weekend event inside the resort casino.  The ability to have all of the weekend events within walking distance and inside the same resort is an interesting concept, one that makes for a good case to hold the event outside of Springfield, the location of the Hall of Fame.  While this plan will undoubtedly see some criticism from the Springfield-area, during a global pandemic, there is a level of safety that this provides.  

This year's enshrinement will be yet another example of a long-time partnership between the Basketball Hall of Fame and Mohegan Sun.  The resort casino and its arena have hosted numerous tournaments and one-day showcases for both men's and women's college basketball.  The Mohegan Sun Arena hosts the annual Tip-Off Tournament, and Mohegan Sun is a key sponsor of the museum in Springfield.  Having the enshrinement at the resort casino will continue to strengthen this partnership, while offering a location that can conveniently host all weekend events all in one property.  

With the loss of a Thunderbirds season, Western Mass. Zombies set to become Springfield’s only team this spring

By Zachary Baru

Like many cities, the City of Springfield and it’s downtown entertainment district has been hit hard by COVID-19.  The Springfield Thunderbirds of the American Hockey League announced in 2020 they would sit out the 2020-21 season due to the coronavirus, leaving Springfield without sports and entertainment for quite some time.  That is all about to change next month, as another team is about to start its season and welcome fans to downtown.

The Western Mass. Zombies of the East Coast Basketball League have announced they will begin their third season in Springfield on April 3.  The team will return to the South End Community Center for a third season.  Although games typically have a capacity of 200, this season the capacity has been limited to 40 fans.  

The Zombies, owned by Bill and Nichole Bullock, formerly were members of the American Basketball Association, joining the ECBL in 2020.  The Zombies will play teams throughout the Northeast such as Philadelphia and Fredericksburg, in a league that has teams that stretch throughout the East Coast down into the Carolinas.  

The South End Community Center is a modern $10.3 million facility opened in 2017.  The Zombies’ current configuration allows for 200 fans, but make no mistake about it, the court and basketball venue are rather large with a high ceiling and modern touches throughout the facility.  LED lighting, new baskets and new scoreboards make watching the game enjoyable, especially in such an intimate atmosphere where fans can get very close to the action.  

Located in Springfield's South End, the venue and the Zombies will be welcoming fans back to Springfield to watch live professional sports for the first time in nearly one year.  While the Zombies will only be starting the season with a limited seating of 40 fans, it is a start to slowly bringing entertainment-based economic life back to the downtown area.  

The cancellation of the Thunderbirds' season may have been a blow to business in Downtown Springfield, but that isn't the only shot to Springfield's economy during COVID.  The loss of events such as concerts and conventions at the MassMutual Center has had a major affect on the downtown economy.  

Countless restaurants, hotels and shops have been hit with a major loss of revenue.  The addition of events such as basketball and other sports can provide an opportunity for the downtown economy to begin to recover.  Having teams such as the Western Mass. Zombies return to the city is a positive sign for an economy that has felt the affects of COVID-19 for twelve consecutive months.  Fortunately, there seems to be a light at the end of the tunnel, a light area businesses have long been waiting for.

Zach Baru can be followed @zbaru and reached at zachbaru@gmail.com.

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Thunderbirds opt out of season, plans to resume play in 2021-22 season

By Zachary Baru

Hockey fans in Springfield will have to wait until the fall for the return of professional hockey, as the Springfield Thunderbirds announced that they will be voluntarily opting out of the 2020-21 American Hockey League season.

Not only will this be a major loss for hockey fans and families seeking entertainment in the area, but this impacts the already-hurt restaurants and other businesses in the city's downtown.  Economics aside, with a rise in cases and a concern for the safety of fans, the numbers show that this was most likely the right choice made by the team.

The Thunderbirds aren't alone, the team is one of three AHL franchises choosing to opt out of the season. Since joining the AHL in 2016 after the Springfield Falcons left for Tucson Arizona, the Thunderbirds have achieved a quick and large amount of momentum in the city.  There is no question COVID-19 has affected this momentum, but the impression the Thunderbirds have made on the city and its fans has been extremely positive, a sign the momentum could easily continue once play is resumed in the fall.

Without significant television revenue, a minor league team like the Thunderbirds depends on its ticket sales for revenue.  Removing this would make a season extremely difficult, a contributing factor to having the Thunderbirds choose to opt out of play.

When hockey returns, the 94-year legacy of Springfield hockey will continue, once again bringing fans into the city and aiding a downtown in need of its team.

Zach Baru can be followed @zbaru and reached at zachbaru@gmail.com.

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A look at the economic loss of hockey in Springfield during the pandemic

By Zachary Baru

Just how far does the economic loss of the Springfield Thunderbirds run in Downtown Springfield during the pandemic?  The toll might be much more than one would think.  

The truly measure the loss of Springfield's American Hockey League franchise during COVID-19, you would have to start before the game is played, and before the fans even start making their way to the venue.  The full economic benefit of the Thunderbirds comes from more than just fans.  It's the players, staff from both teams and the league and the media.  Technically, players from the Thunderbirds start contributing to the local economy months weeks before the first game of the season, as all of the players are moved to the area.  But for this look at the economic input, let's keep it to a gameday snapshot.  

If you start with the players, each gameday you have a full team of players coming from out of town and visiting.  This can benefit restaurants, and if the team is staying over night, it can bring extra players along with coaches and staff to hotels.   There are also media members covering not the Thunderbirds, the away team, and the league as well.  Scouts are also frequent in the AHL, just one level below the National Hockey League.  These scouts need restaurants, as well as hotels during their stay in Springfield.

We have not even come to the fans yet.  Fans fill into Downtown restaurants before the game to have a pre-game meal or meet up with friends, and many times after the game will again go out for a post-game meal or drink at a local bar.  

Restaurants and hotels usually get most of the attention around sports events or concerts, but all businesses in the area will see more people coming in and out.  This goes for the large ones such as MGM Springfield, but also businesses and stores people might shop at such as gas stations, drugstores and other retail. 

For all of this economic activity, the locally-owned businesses see more revenue, benefiting business owners and trickling down to the paychecks of employees through wages.  But for the city and the state, the real economic gain is through local and state sales taxes.  This is especially evident when away team fans, players, staff or media stay at local hotels.  Local taxes are added to hotel bills, greatly contributing to the local economy.

While this is just a fairly quick look at how the local economy is affected by one single hockey game in Springfield, a full study would reveal the many ways businesses benefit, as does local and state tax revenue.  The Thunderbirds are an economic driver for Springfield, and the pandemic provides a rare opportunity to see truly, how important this franchise means for our city.

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.  Zach also writes SportsBusinessBoston.com.

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Springfield feels loss of Thunderbirds, concerts downtown

By Zachary Baru

On a typical game night, the Thunderbirds bring much more to Downtown Springfield then entertainment.  The history that we have come to know of hockey in Springfield has been adding to the city's local economy each month during the fall, winter and spring since 1926.  But in March of 2020, that tradition has been put on hold.  Unfortunately for the businesses of Downtown Springfield, many of their futures have been put on hold along with it.  

During the pandemic, stores, restaurants and hotels in Springfield have taken severe financial hits.  It is a time like this where the importance of events in the city, such as the Thunderbirds and other concerts that come through the MassMutual Center are realized.  

The 6,663-seat (fixed seating) MassMutual Center is typically responsible for various entertainment events throughout the year.  Removing this important part of the city's culture can be detrimental for the city, as we are seeing now during the pandemic.  

It is unquestionably unsafe to hold large events during a pandemic, but the importance of such events to a city's economic health is brought to light during these difficult times.  Arenas such as the MassMutual Center bring residents and visitors alike to a city, and provide the area with economic potential before and after the event.  

This can be seen before and after each Thunderbirds game, when downtown restaurants see a rush of guests build immediately before the game, and once it is over, another rush of patrons comes through the restaurant.  Fans like to meet before the game, and they like to socialize after, all of which is important for the establishments throughout the downtown area.  

The Thunderbirds are more than just entertainment, they are a lifeline for the city.  They are a lifeline for the businesses in the city.  And they are what makes the city and the area's 94-year history of hockey special.  Concerts and sports provide so much to the businesses in and around Downtown Springfield.  This pandemic has forced all of us to stop taking certain things for granted, maybe some of us can add our own entertainment in the city to that list.

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.  Zach also writes SportsBusinessBoston.com.

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Bernie Sanders brings 2020 race to MassMutual Center

By Zachary Baru

There won't be the typical hockey game on Friday at the MassMutal Center, or even a concert or the occasional basketball game.  Friday night the MassMutual Center will become a full-blown political venue, hosting a rally for Democratic Candidate for President and Vermont Senator, Bernie Sanders.  

The rally will be held just days before the Tuesday, March 3 primary election, as Massachusetts is one of 15 states to be part of "Super Tuesday".  Having a leading candidate like Bernie Sanders in Springfield will be an opportunity for the region to have national media attention, as well as showcasing the the MassMutual Center and the opportunities it provides as a large entertainment venue.

Friday night's crowd will undoubtedly draw thousands of combined spectators and media members, providing the area with economic impact to restaurants, hotels and retail, including MGM Springfield just across Main Street.  It is events like these that make the MassMutual Center an important part of the regional economy in Western Massachusetts, and a reminder of why we need more events to draw in visitors who will continue to boost the local economy.  

With a large nationwide following, and as a Senator from nearby Vermont, the possibility of the rally being sold out is high.  No announcement from officials regarding the seating has been made yet, most likely due to reasons of security.

Having nationally-known and internally-followed figures such as Bernie Sanders holding rallies in Western Mass. is great for the region, and beneficial for the economy.  Single events like this, however, will only have a limited impact, and more events, including concerts and sports, will be crucial to maximizing the economic growth of the region into

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.  Zach also writes SportsBusinessBoston.com.

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