The stars have aligned for Brad Alberts.

A sports marketing career that began as a ticket sales officer in 1994 culminated with Alberts’ recent promotion to president of the Dallas Stars Hockey Club.

Alberts will oversee all aspects of the Stars business operations. He previously led all sales and marketing, and now also heads all aspects of the organization’s finance and administration, box office, human resources and information technology. He will also continue to serve as President of the Texas Stars—the organization’s minor league affiliate located in Cedar Park, Texas.

A 1988 Delavan-Darien and Ripon College graduate, Alberts began his career in sports marketing in 1994 as a ticket sales officer for the Stars and the Texas Rangers.

“I’m very blessed and humbled to be in this position,” Alberts said. “We’re an organization that continues to thrive and grow in a great market and in the greatest city in the world.

“And I have the good fortune to work alongside Jim Lites for more than 20 years now,” Alberts said of the CEO of the Dallas Stars. “He has taught me so much.”

From 1996-09, Alberts worked for the Stars and Rangers in various sales management roles in tickets, suites and corporate sponsorships. He was 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, overseeing a number of events at numerous venues around the country.

Alberts rejoined the Stars organization in 2011 and was instrumental in the sweeping rebrand of the team, retiring the numbers of Mike Modano and Jere Lehtinen, and creating tremendous sponsorship value for the team and its partners.

“I think the biggest thing I’ve learned along the way is that when it comes to working as part of any professional sports franchise, it’s all about people and treating them the right way,” Alberts said. “It doesn’t matter if it’s the players or the employees, everybody deserves to be treated equally and with respect.

“And for me, it’s a matter of finding the right jobs for the right people so we can continue to grow this great organization.”

Alberts did not play hockey growing up but was an outstanding basketball player at both Delavan-Darien and at Ripon. He was a member of conference championship teams at both schools and played for his father, Bill, at Delavan-Darien. Brad and his wife, Kate, have one daughter, Grace.

The Dallas Stars are owned by Tom Gaglardi, president of Northland Properties Corporation, the largest family-owned hospitality company in Canada. Northland Properties Corporation recently opened up its first Moxie’s Grill and Bar in the United States in Dallas.

“Everything about the Dallas Stars and the organization is first-class, and it starts with our owner,” Alberts said. “Like I said, I’m very blessed to have this opportunity.”

John Barry is a sports writer for The Gazette. Email him at