How StellarAlgo refined its communications game plan

When the Calgary-based startup wanted to sign with major sports leagues, CEO Vincent Ircandia teamed up with a marketing veteran.

No consumer is more loyal than a diehard sports fan. Win or lose, they’ll buy the latest jersey, lock down tickets months in advance and upgrade their streaming package to support their favourite squad. StellarAlgo collects just about every unit of fan data there is, including ticket and merchandise sales, website and app visits, and live game streaming.

The company’s AI platform transforms all this information into fan profiles that detail engagement and spending habits. This includes which fans typically buy a last-minute ticket, who’s the best candidate for a multi-game package offer, who’s a frequent visitor to the merch booth, as well as who will click on a targeted ad, effectively live tracking who’s buying what — catnip for corporate sponsors.

According to PwC’s 2025 sports industry outlook, the sports sponsorship market is on track to hit U.S.$160 billion by 2030. AI is transforming the market, and as PwC notes, organizations are investing in fan data analytics to increase marketability and engagement.

Since launching in 2016, StellarAlgo has found success with major sports teams, such as the Portland Trail Blazers, Sacramento Kings, L.A. Galaxy and Toronto Maple Leafs. But when StellarAlgo began to shift focus in late 2023 to pitch leagues, the company decided to redraft its communications game plan. “The difference between a league and a team is very drastic, and the problem we were solving is different,” says CEO Vincent Ircandia.

Taking business to a new level

Ircandia began working with MaRS marketing advisor Kristina Cleary to hone his pitch. She quickly zeroed in on StellarAlgo’s brand narrative. While the company was laser-focused on improving the fan experience, the real value proposition was how the company’s data-driven metrics could drive revenue for leagues and the teams affiliated with them.

To help Ircandia and his team win over leagues, Cleary developed a company scorecard: A tool that translates company-wide goals into measurable actions and milestones. For StellarAlgo, a major initiative was to be number one in its target markets.

Cleary worked closely with the team to restructure the pitch deck and corporate messaging handbook to ensure StellarAlgo was effectively communicating the features that would benefit leagues. “We made sure we were putting our best foot forward with customers and prospects,” adds Ircandia.

Signing new contracts

Since teaming up with Cleary, StellarAlgo’s business stats are making the highlight reel. The company has seen an 80 percent increase in revenue in the past two years, and has more than doubled its customer base to 240 teams and 12 leagues, including the NHL, MLS, WNBA and the ECHL.

Next up

With several major North American leagues on its roster, StellarAlgo is now eyeing international expansion with one of the most lucrative leagues on Earth: the English Premier League. Ircandia and Cleary are currently conducting messaging and market research to draw up a winning game plan.

StellarAlgo

• Founded: 2016
• Program: MaRS Momentum
• Services: CEO pods, executive support
• Sector: AI analytics

MaRS programming is funded in part by the Government of Canada through the Federal Economic Development Agency for Southern Ontario and by the province of Ontario’s Ministry of Economic Development, Job Creation and Trade.