Ice Hockey
Running a League Is Hard.
The Tech Shouldn't Be.
Techiebutler is the digital backbone of America's largest junior ice hockey league.
Running thousands of games yearly across the US and Canada, with one of the most engaged fan bases in the sport.
But before Techiebutler, the digital experience didn’t actually match their scale.
What It Was Like Before
Inconsistent game tagging
The same play could be tagged differently by different operators, or not logged at all during peak pressure.
Poor discoverability
Fans struggled to find live games, highlights, and important moments quickly.
Checkout friction
Willing subscribers abandoned payment flows before completing subscriptions.
What Techiebutler Optimized First
Techiebutler did not start with a full platform rebuild. Instead, the first focus was game tagging.
This structured data became the foundation for:
Highlights | Statistics | Broadcast Outputs | Analytics
Once consistency and reliability were proven, the league expanded the scope.
Tagging Operations at Scale
40,000+
games tagged per year
18 Hours
turnaound time per game
700+
operations professionals coordinated together
Multi-layer QA
before data entered downstream systems
Result
A scalable operational backbone capable of supporting league-wide live coverage with consistent data quality.
For the first time, the league had centralized visibility into its own tagging operations.
Live Streaming Infrastructure
Built specifically for the realities of junior hockey broadcasting.
Subscription & Payments
The subscription experience was rebuilt from checkout to renewal.
Why It Mattered?
This was the layer that directly determined whether interested fans actually became paying subscribers.
LLM-Powered Search
A smarter discovery experience designed for sports audiences.
Fans could quickly discover live games, highlights, players, and important moments without friction.
Interactive Viewing & Fan Engagement
Streaming was transformed from passive viewing into an interactive fan experience.
Result
Fans experienced games in a way that felt closer to being inside the arena together.
Why everything worked out for us
The league already had passionate fans. We built the platform they deserved.
Executive Takeaway
Most organizations try to scale demand before their systems can handle it.
We did the opposite.
The Process
1) Started with the invisible layer → tagging
2) Built reliable operational systems through Opsflow
3) Established scalable streaming infrastructure
4) Added monetization systems
5) Expanded discovery and engagement
Fans could quickly discover live games, highlights, players, and important moments without friction.
See the Platform
If you're running:
A sports league
A streaming platform
A live content operation
A data-heavy broadcast system
…where live content, operational reliability, and revenue need to work together.
We’ll walk you through exactly what was built and how it operates at scale.