Texas Stars hockey club announces new president

The Texas Stars compete in a hockey game.

The Texas Stars compete in a hockey game.

The Texas Stars, the American Hockey League affiliate of the NHL’s Dallas Stars, announced its new leader this week.

Brad Alberts started as the new president and alternate governor of the Texas Stars on July 1, according to a press release from the Texas Stars and the H-E-B Center at Cedar Park. Alberts will also continue his role of executive vice president and chief revenue officer of the Dallas Stars in the beginning of his tenure.

Alberts has nearly two decades of experience in the industry. From 1996-2009, Alberts worked for the Dallas Stars and Texas Rangers in various sales management roles in tickets, suites and corporate sponsorships. From 2006-09, Alberts served as the executive vice president of the Hicks Sports Marketing Group, the in-house sponsorship sales group for the Stars, Texas Rangers and Liverpool Football Club. In 2009, Alberts took over as the vice president of sponsorship and sales at Legends/CSL before returning to the Dallas Stars in 2011.

He played an integral role in the resurgence of the Dallas Stars in the Dallas-Fort Worth Metroplex, which has seen increases in attendance, sponsorship sales and overall visibility, according to the release.

Alberts operates in both Cedar Park and Dallas and oversees various aspects of the teams’ business operations, including corporate sponsorship, broadcasting, in-game entertainment, ticket sales, marketing, communications and merchandising. He resides with his wife and daughter in Southlake.