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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