Texas Stars Announce New Partnership with SCHEELS
Jul 28, 2026CEDAR PARK, Texas – The Texas Stars, American Hockey League affiliate of the NHL’s Dallas Stars, announced a new corporate partnership with SCHEELS today, naming the retailer the Official Sporting Goods Store of the Texas Stars.
This dynamic partnership positions SCHEELS at the forefront of the Texas Stars fan experience, highlighted by a jersey patch placement across all three primary team uniforms—home, away, and alternate—marking a highly visible, season-long presence on the ice.
"We're excited to partner with SCHEELS," said Texas Stars Chief Operating Officer Michael Delay. "SCHEELS' commitment to excellence and delivering a fun and exceptional retail experience makes them ideal to be the first partner featured on our home and away jerseys."
As part of the agreement, SCHEELS will serve as the presenting sponsor of the Texas Stars’ annual ‘Meet the Team’ event, providing season ticket holders an exclusive preseason experience to connect with players, coaches, and staff ahead of the upcoming season.
“The Texas Stars have built an incredible connection with fans throughout Central Texas, and we're proud to partner with an organization that shares our passion for bringing people together through memorable experiences,” said Lucas Hachmeister, Cedar Park SCHEELS store leader. “We look forward to celebrating the game, engaging with the community, and creating exciting moments for Stars fans all season long.”
In addition to jersey integration and event sponsorship, SCHEELS will have a strong presence at the H-E-B Center at Cedar Park through in-arena signage and a digital presence on the Texas Stars website and team marketing communications.
For more information, visit www.texasstars.com or follow the Texas Stars (@texasstars) and SCHEELS (@cedarparkscheels) on social media.
About the Texas Stars
The Texas Stars are the primary developmental affiliate of the NHL’s Dallas Stars and play their home games at the H-E-B Center at Cedar Park. Since beginning play in 2009-10, the team has been a leader both on the ice and in the community, highlighted by a Calder Cup Championship in 2014, Conference Championships in 2010, 2014 and 2018, and attendance records each of the last four seasons.
About SCHEELS
SCHEELS is an employee-owned retailer redefining the sporting goods experience through immersive shopping, unmatched selection, and superior customer service. Founded in 1902 as a small hardware store in Minnesota, SCHEELS has grown into an industry leading all-sports retailer with 35 locations across 16 states, and more on the way.
Today, SCHEELS employs more than 13,000 associates and is guided by the vision: to be the best retailer in the USA in the eyes of their customers, associates, and business partners.