Sale Sharks

What Sale Sharks does

Sale Sharks is a privately-held professional rugby union club, founded in 1861 and headquartered at CorpAcq Stadium in Salford (Manchester), United Kingdom. The club operates the legal entity Manchester Sale Rugby Club Limited and is owned by Simon and Michelle Orange. Its core sporting products are the men's team, competing in the Gallagher Premiership and European Champions Cup; the women's team, competing in Premiership Women's Rugby; and the Academy player development pathway, which feeds both squads. Commercial operations are anchored at the Carrington High Performance Centre and the CorpAcq Stadium (owned by Salford City Council since December 2024), with the North Stand branded as the FOW Stand and a secondary Morson Stadium within the complex.

The business model is multi-stream and subscription- or partnership-based. Revenue is generated from season tickets and flexi-tickets (including a free women's season ticket promotion for 2026/27), matchday hospitality sold through Seat Unique (C&C Players Lounge, Club 1861 VIP, C&C Clubhouse), corporate sponsorship and kit/stadium naming rights (Macron as kit supplier, Toshiba, CorpAcq, Morson, FOW Car Supermarket, Franklyn Wealth Management, Champneys Mottram Hall, UBS, Cargill, Nivea, IPEX, Bentley Manchester, University of Salford), broadcasting via the Premiership, and merchandise through the Macron Club Shop. An additional B2B layer is the First XV donor programme (£5,000/year per partner) and the UBS-sponsored Business Club targeting North West entrepreneurs.

The wholly-owned Sale Sharks Foundation operates as a registered charity, delivering community outreach across Manchester, Salford, and Trafford — including HeadStart mental wellbeing, Sharks Forces (veterans), Sharks Together (men 50+), Crusaders Fin Club (Down's syndrome), Tag Fest disability rugby, and the National Lottery-funded Northern Force heritage project. The Foundation is grant-funded (National Lottery Community Fund, Armed Forces Covenant, Veterans' Foundation, MBNA, Wooden Spoon) and has positively impacted 35,000+ individuals over three years. Technology is limited to the HUDL video analysis platform for performance and standard e-commerce/ticketing integrations (eTicketing, Seat Unique, Macron shop, Clarity Sport travel). There are no disclosed AI/ML systems, patents, or proprietary technology assets.

Name

Sale Sharks

Legal name

Manchester Sale Rugby Club Limited

Website

http://www.salesharks.com/

Company type

Private

Founded year

1861

Operating status

Operating

Headcount range

101–250 employees

Short description

Sale Sharks is a privately-held professional rugby union club, founded in 1861, competing in the Gallagher Premiership and Premiership Women's Rugby. It serves North West England fans and corporate sponsors through men's, women's, and academy teams, plus community programmes via its Foundation.

Ownership category

akta.pro rank

Product category

Professional Rugby Club

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

Keywords

• Professional rugby club
• Rugby union team
• Matchday hospitality
• Rugby merchandise retail
• Community rugby foundation

Headquarters

HQ city

Eccles

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Revenue generated from match ticket sales for men's, women's, and academy home fixtures at CorpAcq Stadium, including season tickets and flexi-ticket options.
2. Hospitality: Premium matchday experiences including C&C Insurance Players Lounge, Club 1861 VIP hospitality, and corporate suites generating recurring revenue from hospitality packages.
3. Sponsorship & Kit Rights: Multi-year sponsorship deals including Franklyn Wealth Management (three-year extension covering men's and women's kits and stadium signage), FOW Car Supermarket (Official Car Retail Partner, three-year deal including North Stand naming), and kit supply from Macron. Includes sleeve branding, stadium naming rights, and digital presence across club channels.
4. Business Club & Corporate Partnerships: UBS Business Club sponsorship connecting North West entrepreneurs through events. First XV donor programme at £5,000/year per partner. General corporate partnerships and hospitality client relationships.
5. Stadium Partnerships & Naming Rights: CorpAcq Stadium naming rights partnership. North Stand branded as FOW Stand. Morson Stadium naming (Morson Group). Revenue from stadium-related commercial activity.
6. Wellness & Hospitality Partnerships: Champneys Mottram Hall Official Hotel and Golf Partner, providing hospitality products at CorpAcq Stadium and hosting the club's annual golf day.

Pricing tiers

Distribution channels6 records

Marketing channels8 records

Core offering

Sale Sharks is a professional rugby union club that fields a men's team in Premiership Rugby and a women's team in the Allianz Premier 15s, supported by a development academy and the Sale Sharks Foundation community charity. Its commercial activities centre on selling match tickets, season memberships, matchday hospitality, official Macron merchandise, and corporate sponsorship/Business Club packages to fans and North West businesses.

Product overview

Sale Sharks operates as a professional rugby union club offering a multi-tiered portfolio of products and services. The core offering comprises the Men's Team competing in the Gallagher Premiership and European Champions Cup, the Women's Team in Premiership Women's Rugby, and an Academy pathway programme. These competitive teams represent the club's primary sporting products. Supporting the competitive offering are community engagement programmes delivered through the Sale Sharks Foundation, including mental wellbeing, veteran support, disability-inclusive rugby, and heritage initiatives. Commercial products include matchday hospitality experiences at CorpAcq Stadium, official merchandise through the Macron Club Shop, and the Swimming with Sharks podcast media content.

Differentiator

Problem solved

Functional benefit

Products and services

• Sale Sharks Men's Premiership Rugby Team The senior men's rugby team competing in Premiership Rugby, generating ticket sales, broadcasting exposure, and sponsorship value for the club. The product is consumed by fans attending matches at the CorpAcq Stadium and by corporate partners buying visibility and hospitality around it.
• Sale Sharks Women's Premier 15s Team Senior women's rugby team competing in the Allianz Premier 15s, complementing the men's Premiership Rugby side. Sold to fans, schools, and corporate partners as part of the club's matchday and inclusion offering.
• Sale Sharks Academy

Quantifiable outcome

• 35,000+ individuals positively impacted across the North West over three years through community programmes
• +3 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

29 partnerships are on record, tiered core and minor.

• Franklyn Wealth ManagementcoreGTM or Marketing Partner · 16 June 2026Cheshire-based wealth management firm extended its sponsorship partnership with Sale Sharks for three years. The deal now includes sponsorship of the women's team for the first time, featuring Franklyn branding on both men's and women's playing kits, and at the Morson Stadium and CorpAcq Stadium. Building on the original 2020 partnership.
• Champneys Mottram HallcoreStrategic or Co-development Partner · 1 March 2026Luxury spa hotel in Cheshire appointed as Sale Sharks' Official Hotel and Golf Partner. The 270-acre estate hosts the club's annual golf day in April 2026 and provides Champneys wellness products for hospitality suites at CorpAcq Stadium. Collaboration represents a commercial partnership between sport and luxury wellness.
• Champneys Mottram HallcoreStrategic or Co-development Partner · 1 March 2026Luxury spa hotel appointed as Official Hotel and Golf Partner. Venue hosts Sale Sharks' annual golf day and provides Champneys products for hospitality suites at CorpAcq Stadium. Both parties expressed enthusiasm for growing the collaboration.
• UBScoreGTM or Marketing Partner · 1 November 2025Global wealth management firm partnered with Sale Sharks to sponsor the Business Club for the 2025/26 season. Partnership connects entrepreneurs and companies in the North West through events and provides access to UBS expertise in banking, investment, and financial planning.
• UBScoreGTM or Marketing Partner · 1 November 2025Global wealth management firm partnered with Sale Sharks to sponsor the Business Club for the 2025/26 season. Partnership connects entrepreneurs and companies in the North West through events and provides access to UBS expertise in banking, investment, and financial planning.
• FOW Car Supermarket (Fords of Winsford)coreGTM or Marketing Partner · 1 August 2025Family-run car supermarket and Official Car Retail Partner of Sale Sharks in a three-year deal. FOW branding appears on the sleeve of both men's and women's kits and the North Stand is named the FOW Stand. Partnership includes half-time 'FOW Power Kick' activations to win a car. Branches in Winsford, Cheshire, and Trafford, Manchester.
• Toshiba Air ConditioningminorGTM or Marketing PartnerToshiba is a kit sponsor of Sale Sharks, appearing on the front of the men's playing kit. Premium brand partner with branding visible on official website.
• MacroncoreGTM or Marketing PartnerOfficial kit supplier for Sale Sharks men's, women's and academy teams. The Macron Club Shop sells official merchandise. Long-term kit supply and branding partnership.
• C&C Insurance BrokersminorGTM or Marketing PartnerSponsor of C&C Insurance Players Lounge hospitality and C&C Clubhouse hospitality experiences at CorpAcq Stadium. Visible on kit and stadium branding.
• CorpAcqcoreGTM or Marketing PartnerStadium naming rights partner for CorpAcq Stadium (formerly AJ Bell Stadium). Salford Community Stadium is home to Sale Sharks. CorpAcq branding on stadium name.
• Morson GroupminorGTM or Marketing PartnerMorson Stadium naming rights for a stadium within the Sale Sharks complex. Morson Group is a recruitment and staffing firm. Stadium branding partnership.
• YakultminorGTM or Marketing PartnerGut health company partnered to provide Yakult products to Sale Sharks men's and women's players and staff. Partnership supports player wellbeing and nutrition.
• IPEXminorGTM or Marketing PartnerIPEX branding appears on Sale Sharks kit and stadium. Partnership details referenced in club news.
• The National Lottery Heritage FundcoreOthersFunded the Northern Force heritage project celebrating Sale Sharks' 20th anniversary of European and domestic success, delivering exhibitions, heritage programmes, and community engagement across Stockport, Salford and Trafford.
• The National Lottery Community FundcoreOthersFunded the Sharks Together programme supporting men over 50 with long-term health conditions, delivered through weekly activity and social sessions in the Sale West area.
• Armed Forces Covenant FundminorOthersFunded the Sharks Forces programme supporting veterans and serving personnel with physical and mental wellbeing support, low-impact exercise, and employability workshops.
• Veterans' FoundationminorOthersCo-funder of the Sharks Forces programme supporting veterans and their families with health, employment, and wellbeing support.
• MBNA Community Investment ProgrammeminorGTM or Marketing PartnerMBNA supports the Tackle Together programme which includes the Crusaders Fin Club for people with Down's syndrome, providing free inclusive tag rugby sessions.
• University of SalfordminorGTM or Marketing PartnerUniversity of Salford Manchester listed as a club sponsor with branding on the official website.
• JAECOOcoreGTM or Marketing PartnerJAECOO became the Title Partner of Premiership Women's Rugby in a landmark multi-year agreement. Sale Sharks is the only Premiership club with a women's team in the league.
• NiveaminorGTM or Marketing PartnerNivea branding appears on Sale Sharks official website as a sponsor partner.
• VitalminorGTM or Marketing PartnerVital branding appears on Sale Sharks official website as a sponsor partner.
• Clarity SportminorImplementation/ SI/ Consulting PartnerOfficial travel provider for Sale Sharks, coordinating all aspects of away game travel including Premiership and European fixtures. Part of Clarity business travel management company.
• CargillminorGTM or Marketing PartnerLong-standing partnership with Cargill (since 2014) delivering the 'Cargill Cares – Eat Well, Play Safe' healthy eating programme across Salford schools, reaching circa 450 children annually across 15 schools.
• PrinterlandminorGTM or Marketing PartnerAltrincham-based printer specialist and long-term partner (since 2004) of Sale Sharks. Delivers inclusivity programmes supported by the Sale Sharks Foundation, having donated thousands of matchday tickets to local charities.
• Wooden SpoonminorGTM or Marketing PartnerCharity funder of Tag Fest disability rugby festival bringing together teams from across UK and Ireland. Families received accommodation support courtesy of Wooden Spoon TagFest 2026 Funding.
• Place2BeminorStrategic or Co-development PartnerChildren's mental health charity partnered with Sale Sharks Foundation to launch the Try2Connect programme — a school-based mental wellbeing project for primary schools combining classroom workshops with tag rugby.
• Bentley ManchesterminorGTM or Marketing PartnerBentley Manchester is a partner of Sale Sharks, with branding visible on the official website and in hospitality (Bentley Manchester Club 1861 naming).
• Salford City CouncilcoreOthersSalford City Council owns the Salford Community Stadium (CorpAcq Stadium) and acquired the stadium in December 2024. Sale Sharks is the primary rugby tenant. The club is working with the council to enhance and control the matchday experience.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SaleSharksRugby
• LinkedInlinkedin.com/company/sale-sharks-rugby-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sale Sharks