June 5, 2025 – The ECHL and Sports Business Advisors (SBA) today announced a strategic partnership focused on driving the league’s revenue generation, enhanced branding and league awareness, as well as developing new opportunities for innovative corporate sponsorship.
SBA will support ECHL signature events including the All-Star Game and Kelly Cup Playoffs. ECHL teams will also have the opportunity to utilize SBA’s services.
“The ECHL is pleased to welcome Sports Business Advisors as a consulting advisor and the official sales agency on behalf of the League,” said Ryan Crelin, ECHL Commissioner. “SBA stands out for its extensive experience at the highest level across different sports and all business functions that impact professional sports teams and leagues.”
Sports Business Advisors was founded in 2024 by respected sports industry executives Mark Piazza, Mike Santos and Steve Violetta, who collectively bring more than a century of experience. The trio leverages their expertise in revenue growth and retention, operations, marketing, facility management, and financial and legal matters for leagues, teams and brands.
“We are truly excited to have this opportunity to work with the ECHL,” said Steve Violetta, Partner at Sports Business Advisors. “For over 35 years, they have built a strong brand that represents quality on the ice and a loyal following among hockey fans across North America. We look forward to supporting the growth of both the league and its teams in their mission to provide affordable, fun family entertainment.”
SBA Partners
Mark Piazza has extensive executive experience in sports and facility management, team operations and public/media relations. His career includes roles with the New York Rangers, New York Knicks, Philadelphia Flyers, Philadelphia 76ers, New York Liberty and the NBA’s G-League (WC Knicks).
Michael Santos has vast experience managing events, operations and legal affairs in professional and amateur sports. His career includes roles with the NHL, New York Islanders, Florida Panthers, Nashville Predators, and various hockey leagues.
Steve Violetta leverages deep strategic sales expertise to maximize revenue, profit and brand growth. He has negotiated five facility naming rights agreements for sports venues. His career includes roles with the Detroit Red Wings, Pittsburgh Penguins, Nashville Predators, Edmonton Oilers, Ottawa Senators, New York Yankees and San Diego Padres.
For more information on Sports Business Advisors, including a complete list of services, visit SportsBusinessAdvisors.com or contact contactus@sportsbusinessadvisors.com.
About the ECHL
Formed in 1988-89 with five teams in four states, the ECHL has grown into a coast-to-coast league with 29 teams in 22 states and one Canadian province for its 37th season in 2024-25. There have been 768 players who have advanced to play in the National Hockey League after starting their careers in the ECHL, including 16 who made their NHL debuts in the 2024-25 season. The ECHL maintains affiliations with 29 of the 32 NHL teams in 2024-25, marking the 27th consecutive season that the league has maintained affiliations with at least 20 NHL teams. Further information on the ECHL is available at ECHL.com.
