Springfield Thunderbirds Expand Front-Office Staffing
The American Hockey League team adds seven staff members to increase its focus on merchandise and live game operations.
Updated on Oct. 15, 2026 in People
The Springfield Thunderbirds have expanded their front-office roster by promoting three current employees and hiring four new staff members. The additions support the American Hockey League team as it continues its 2026-27 competitive season.
Why it matters
Expanding operational capacity allows the organization to scale its retail merchandise output and maintain its commitment to more than 350 annual charitable appearances across Western Massachusetts.
The organization supports its regional footprint with 350 annual charitable appearances. Staffing updates include the promotion of Andrew McCormic, who moves into the retail coordinator role after six seasons working game nights.
The players
Springfield Thunderbirds
An American Hockey League franchise that manages professional sports operations and retail merchandise.
Andrew McCormic
The newly appointed retail coordinator who manages merchandise development after six seasons of game-night experience.
Brandon Boucher
The head intern for game operations responsible for live entertainment elements inside the Thunderdome.
Jim Lawless
The senior business development and retention executive now in his fourth season as full-time staff.
Drew Supernor
The director of brand development and merchandise who has been with the organization since its 2016 founding.
The details
The front-office expansion addresses two operational priorities: live entertainment and retail revenue. Brandon Boucher has been named head intern for game operations, where he manages live entertainment segments at the Thunderdome. Meanwhile, Andrew McCormic, now the retail coordinator, is tasked with driving merchandise development to capture consumer demand from the local fan base.
Timeline
2016: Drew Supernor joined the organization at its founding.
2021: Andrew Buchanan and Jim Lawless joined the team.
2022: The organization won the AHL Team of the Year award.
2024: Tommy Dlugolenski joined the promotional street team.
2026-27: The current competitive season is underway.
Market Landscape
The front-office expansion follows the high operational standards set when the franchise earned the 2022 AHL Team of the Year award. The moves reflect a strategy to deepen local engagement relative to the competitive benchmark established during that championship period.
Operators should monitor these staffing shifts as signals of the team's localized sales and merchandising strategy for the 2026-27 season. Changes in retail leadership often precede new product inventory cycles, which may impact regional vendors supplying the team.
The takeaway
Front-office growth often reflects a business prioritizing local market penetration through high-touch community presence. Local entrepreneurs should observe whether the team increases its roster of local vendors for merchandise development during this expansion cycle.
Further reading
For more on industry leadership changes, visit Springfield People.
Source note: This article includes information reported by 22 News WWLP.
