The Texas Stars, the American Hockey League affiliate of the Dallas Stars, announced a corporate partnership with SCHEELS on July 28, 2026. The agreement designates the retailer as the Official Sporting Goods Store of the Texas Stars.
Under the terms of the deal, SCHEELS branding will appear on the jerseys worn by the team. The logo will be placed across all three primary uniforms, including the home, away, and alternate kits, providing visibility during games throughout the season.
Michael Delay, the Texas Stars Chief Operating Officer, stated that the organization is eager to work with SCHEELS. He noted that the retailer’s focus on excellence and customer experience aligns with the team’s goals. Delay identified SCHEELS as the first partner to be featured on the home and away jerseys.
The partnership also includes event sponsorship. SCHEELS will present the team’s annual Meet the Team event. This preseason gathering allows season ticket holders to meet players, coaches, and staff before the start of the competitive season.
Lucas Hachmeister, the store leader for the Cedar Park location of SCHEELS, expressed pride in the collaboration. He highlighted the team’s strong connection with fans in Central Texas and the shared goal of bringing people together. Hachmeister said the company looks forward to engaging with the community and creating experiences for fans during the season.
Beyond jersey placement and event sponsorship, SCHEELS will maintain a presence at the H-E-B Center at Cedar Park. This includes in-arena signage and digital promotion on the Texas Stars website and marketing materials.
