Big Joe Forklifts has entered into a partnership with the Madison Capitols as an official sponsor of the United States Hockey League (USHL) team for the 2026-27 season. The partnership comes as the Madison Capitols begin a new chapter with their relocation from Middleton to LEGACY20 Arena at DeForest Yards. The team will play its first home game at the new venue on October 17 against the Chicago Steel. For Big Joe Forklifts, the partnership strengthens its connection with the DeForest community, where the company moved its headquarters in 2024 after operating from Wisconsin Dells for several decades.
“We’re proud to partner with the Madison Capitols as they enter this exciting new era in DeForest,” said Dan Rosskamm, CEO, Big Joe Forklifts. “Big Joe has deep roots in this community, and we’re excited to support an organization that shares our commitment to bringing people together, investing in the future and creating opportunities for the next generation.”
LEGACY20 Arena is the centrepiece of the DeForest Yards mixed-use development, which combines sports, recreation, dining, entertainment and community activities. The new facility includes two NHL-sized ice sheets, a 3,000-person indoor arena, a 2,000-square-foot training facility and 13 locker rooms.
The arena also features two levels of spectator viewing and an outdoor covered arena intended for winter hockey and other community events throughout the year. DeForest Yards is being developed as a destination that will operate beyond hockey games, with restaurants, entertainment facilities, green spaces and sporting and community activities. The development will also include a second location of Aranda’s Mexican Restaurant and Youngblood Brewery.
“Big Joe Forklifts is all about powering progress, and we see that same spirit in what the Capitols and LEGACY20 are building here,” Mr Rosskamm said. “We look forward to cheering on the team, welcoming fans to DeForest and being part of the energy surrounding this new destination.” The sponsorship is part of Big Joe’s broader engagement with the community surrounding its headquarters. Established in 1951, the company is marking 75 years of operations in 2026.
Big Joe Forklifts provides lithium-ion forklifts, pallet jacks, material handling equipment and autonomous solutions through a nationwide dealer network. The company focuses on supporting the transition of the material handling industry from internal combustion equipment to electric and autonomous technologies.
The Madison Capitols’ 2026-27 season will mark the team’s first season at LEGACY20 Arena at DeForest Yards. The new facility is expected to host hockey games as well as other sporting and community events. The partnership brings together the local presence of Big Joe Forklifts and the Madison Capitols’ move to DeForest, providing the company with an opportunity to support the team and engage with fans and residents in its headquarters community.
