Footy.com
Footy.com is a UK-based online price-comparison and product-aggregation platform that lets consumers compare football boots, kits, equipment, trainers and sportswear from 100+ retailers, monetising via affiliate commissions when users are referred to partner stores to complete purchases.
- Company typePrivate
- Founded2015
- HeadquartersGateshead, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Footy.com does
Footy.com, operated by The Footy Club Limited and headquartered in Gateshead, United Kingdom, is an online price-comparison and product-aggregation platform focused on football (soccer) merchandise and adjacent sportswear. The platform indexes over 150,000 SKUs from more than 100 partner retailers, covering football boots, kits, equipment, training wear, lifestyle clothing, gym clothes, trainers and accessories, with structured taxonomy by gender, brand (Nike, adidas, Puma, New Balance, Mizuno, Umbro, Under Armour, Skechers and others), surface type, boot type and player-specific line (Mercurial, Predator, Phantom, Tiempo, F50, Copa, Furon, Tekela, etc.). Users browse and compare prices for free and are redirected via affiliate tracking links (Awin, TradeDoubler) to retailers including Sports Direct, JD Sports, Pro:Direct Soccer, Nike, adidas, Decathlon, Lovell Soccer, Kitbag and others to complete purchases; Footy.com earns affiliate commissions on resulting transactions.
The underlying platform is a content-and-comparison website with SEO-optimized category and long-tail query pages (e.g., 'Bellingham boots', 'boots under £30', 'kids football boots') driving organic discovery and feeding traffic into retailer checkout flows. Distribution is reinforced by a parallel presence on Facebook, Instagram, X and YouTube, and editorial guides covering boot selection, surface types, and care. The website organizes its catalog into 'ON PITCH' (football-specific) and 'OFF PITCH' (lifestyle/training) sections, reflecting a deliberate broadening of addressable basket from seasonal football purchase intent to year-round sportswear demand.
The business is a classic affiliate-driven aggregator operating in a niche vertical, monetising only via referral commissions and disclosing no direct consumer pricing. Founded in 2015 and built out by co-founders Christopher Wilds and Steven Nelson, the company has raised approximately $5.04M in disclosed equity across three rounds in 2020 and 2022 from Northstar Ventures and North East Fund, has 51-100 employees, and serves consumers primarily in the United Kingdom with extended reach into Ireland, mainland Europe (Netherlands, Germany, France, Italy, Spain, Portugal) and the United States.
Footy.com firmographics
Firmographics- Name
- Footy.com
- Legal name
- The Footy Club Limited
- Website
- https://footy.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Footy.com is a UK-based online price-comparison and product-aggregation platform that lets consumers compare football boots, kits, equipment, trainers and sportswear from 100+ retailers, monetising via affiliate commissions when users are referred to partner stores to complete purchases.
- Ownership category
- akta.pro rank
Footy.com industry classification
Industry- Product category
- Sportswear Price Comparison
- NAICS
- Shoe Retailers (4582)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Soccer/Football Footwear & Apparel Retail (CRAMACAC)
- akta.pro secondary industries
- Athletic Footwear & Sport Apparel Retail (CRAMABAC), Specialty Footwear Retail (Dance, Skate, Cleats, Bowling, etc.) (CRAAADAJ)
Keywords
Where Footy.com is headquartered
LocationHeadquarters
- HQ city
- Gateshead
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Footy.com business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Affiliate/Commission Revenue: Footy.com earns commissions when users click through to partner retailers (Sports Direct, Pro:Direct Soccer, Nike, adidas, etc.) and complete purchases. The platform uses affiliate tracking links (awin1.com, TradeDoubler) to attribute sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free consumer service with affiliate-generated revenue |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Footy.com product offering
Product offeringCore offering
Footy.com is a free price comparison and aggregation platform that lets consumers browse and compare football boots, kits, equipment, training wear, lifestyle clothing, and trainers from over 100 retailers in one place. It does not sell products directly; instead, users click through affiliate links to partner retailers (Sports Direct, Pro:Direct Soccer, JD Sports, Nike, adidas, Puma, New Balance) to complete purchases, with Footy.com earning commission on resulting sales. The catalogue spans 150,000+ products with category, brand, surface-type, and player-endorsement filters.
Product overview
Footy.com is a price comparison and aggregation platform for football and sportswear products. The core offering aggregates over 150,000 products from more than 100 trusted retailers, allowing customers to compare prices across multiple brands and stores in one place. The platform organizes products across several main categories: Football Boots (including Nike Mercurial, adidas Predator, Puma Future, New Balance lines), Football Kits (club and international team shirts), Football Equipment (balls, goalkeeper gloves, shin pads), Training Wear, Lifestyle Clothing, Gym Clothes, Trainers, and Accessories. The platform is organized into 'ON PITCH' (football-specific products) and 'OFF PITCH' (lifestyle and training wear) sections, serving men's, women's, kids', and unisex segments across all major football brands including Nike, adidas, Puma, New Balance, Mizuno, Umbro, Under Armour, and others.
Differentiator
Problem solved
Functional benefit
Products and services
- Football Boots Comparison
- Football Kits Comparison
- Football Equipment Comparison
- Training Wear Comparison
- Lifestyle Clothing Comparison
- Gym Clothes Comparison
- Trainers Comparison
- Accessories Comparison
Quantifiable outcome
- Over 150,000 products available from 100+ retailers
Companies that use Footy.com
Customer profileSegments3 records
Ideal customer profiles3 records
Footy.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Footy.com partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major and minor.
- Sports DirectcoreMajor UK sports retailer whose products are featured prominently on Footy.com. Users are redirected to Sports Direct through affiliate links to complete purchases. Featured across multiple product categories including football boots, kits, and training wear.
- Pro:Direct SoccercoreSpecialist football retailer partner aggregated on Footy.com. Pro:Direct offers a wide range of football boots, kits, and equipment. Featured as a trusted retailer source.
- JD SportsmajorPopular UK sports fashion retailer partner. JD Sports products are aggregated on Footy.com across football and lifestyle categories.
- NikemajorMajor brand partner with dedicated storefront on Footy.com. Users are redirected to Nike through affiliate links. Nike boots, clothing, and trainers are prominently featured.
- adidasmajorMajor brand partner featured on Footy.com. adidas football boots, kits, and lifestyle products are aggregated. Direct links to adidas are provided through affiliate tracking.
- PumamajorBrand partner aggregated on Footy.com. Puma football boots, trainers, and sportswear products are featured with pricing from multiple retailers.
- New BalancemajorBrand partner featured on Footy.com. New Balance football boots and lifestyle trainers are included in the product aggregation.
- DecathlonmajorUK sports retailer partner aggregated on Footy.com. Decathlon offers budget-friendly football equipment and apparel.
- Lovell SoccermajorSpecialist UK football retailer partner. Lovell Soccer is featured as a trusted source for football boots and kits on Footy.com.
- UK Soccer ShopminorFootball merchandise retailer partner aggregated on Footy.com.
- QuickplayminorUK football equipment retailer partner aggregated on Footy.com.
- KitbagminorFootball merchandise retailer partner aggregated on Footy.com.
- Under ArmourminorBrand partner featured on Footy.com. Under Armour football boots and sportswear products are aggregated.
- ASICSminorAthletic brand partner featured on Footy.com for trainers and running products.
- ASOSminorFashion retailer partner aggregated on Footy.com for lifestyle clothing and footwear.
- UnisportminorFootball specialist retailer mentioned as a competitor retailer compared by Footy.com.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Footy.com competitors and assessment
Company assessmentDirect peers
- Footasylum: UK-based football and streetwear retailer selling football boots, trainers and lifestyle apparel. Comparable as a multi-brand football footwear retailer targeting the same UK consumer.
- Kitbag: Specialist replica kit and football merchandise retailer. Comparable as a football merchandise destination and listed as a Footy.com retail partner.
- Unisport: Specialist online football retailer selling boots, kits, and equipment across multiple brands. Directly comparable as a football-specific e-commerce destination competing for the same football boot search queries that Footy.com monetizes via affiliates.
- Pro:Direct Soccer: Premium football specialist retailer offering the same football boots, kits and equipment brands featured on Footy.com. Direct competitor for end-consumer purchases; also listed as a 'trusted retailer' on the Footy.com platform.
- Lovell Soccer: UK-based specialist football retailer selling boots, kits and equipment. Comparable as a football-focused multi-brand online retailer targeting the same UK consumer demand Footy.com aggregates.
Broad incumbents
- Decathlon: Global sporting goods retailer with a strong football/kits category and budget-friendly positioning. Competitor for the price-sensitive football boot buyer and listed as a Footy.com partner for affordable equipment.
- JD Sports: Major UK sports-fashion omni-channel retailer stocking premium football and lifestyle footwear. Competes for similar football-adjacent search demand and is also a major Footy.com retail partner.
- Sports Direct: Largest UK sports retailer carrying football boots, kits and equipment across Nike, adidas, and Puma. While much broader than Footy.com, it competes for the same football-boot keywords and is simultaneously a key retail partner driving Footy.com affiliate revenue.
Regional players
- Net World Sports: Large UK-based online sports equipment retailer with a strong football category. Comparable in football equipment breadth but operates primarily as a first-party retailer rather than affiliate aggregator.
Emerging players
- SubsideSports: Replica football kit specialist retailer carrying Premier League, La Liga, Serie A and Bundesliga shirts. Comparable focus on football-specific merchandise that Footy.com also aggregates.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Footy.com social profiles
Digital presenceFooty.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Footy.com leadership team
Management profileNumber of profiles
Profiles2 records
Footy.com funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Footy.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Footy.com
What does Footy.com do?
Footy.com is a free price comparison and aggregation platform that lets consumers browse and compare football boots, kits, equipment, training wear, lifestyle clothing, and trainers from over 100 retailers in one place. It does not sell products directly; instead, users click through affiliate links to partner retailers (Sports Direct, Pro:Direct Soccer, JD Sports, Nike, adidas, Puma, New Balance) to complete purchases, with Footy.com earning commission on resulting sales. The catalogue spans 150,000+ products with category, brand, surface-type, and player-endorsement filters.
Is Footy.com a public or private company?
Footy.com is a private company. It is classified as venture growth investor backed and is currently operating.
When was Footy.com founded?
Footy.com was founded in 2015. It employs 51 to 100 people.
Where is Footy.com based?
Footy.com is headquartered in Gateshead, United Kingdom, in the Europe region.
How does Footy.com make money?
One revenue line is on record: affiliate/Commission Revenue.
Who are Footy.com's main competitors?
Direct peers on record are Footasylum, Kitbag, Unisport, Pro:Direct Soccer and Lovell Soccer. Broad incumbents are Decathlon, JD Sports and Sports Direct. Net World Sports is listed as a regional player. SubsideSports is listed as an emerging player.
Does Footy.com have an API?
No public API is recorded for Footy.com.
What industry is Footy.com in?
Footy.com's product category is Sportswear Price Comparison. Its primary akta.pro industry code is CRAMACAC, Soccer/Football Footwear & Apparel Retail, with a secondary code of CRAMABAC, Athletic Footwear & Sport Apparel Retail. Its NAICS code is 4582 and its SIC code is 5661.