Pride Cup
Pride Cup is an Australian nonprofit that delivers free LGBTIQ+ inclusion education and event activations to over 1,000 community sporting clubs across 25+ codes, funded by donations, corporate sponsors (Coles, NAB, PwC, Qantas) and government grants.
- Company typePrivate
- Founded2012
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Pride Cup does
Pride Cup is an Australian nonprofit organization, founded in 2012 at Yarra Glen Football Netball Club and formally incorporated in 2018, that delivers LGBTIQ+ inclusion programming across the country's sporting sector. Its core offering is free, evidence-based inclusion education combined with game-day activation methodology (rainbow armbands, socks, field markings and Pride Rounds), delivered to community sporting clubs and elite competitions. Pride Cup does not sell a software product; its proprietary assets are a decade of education curriculum, an event-activation playbook refined across 25+ sporting codes, and independently evaluated research (a six-year longitudinal study by Monash University with VicHealth) showing 40-50% reductions in homophobic language at participating clubs.
The organization serves three primary customer segments: community sporting clubs (1,000+ hosted to date), sports leagues and governing bodies that implement league-wide Pride Rounds (AFL, A-Leagues, Tennis Australia, Hockey Victoria), and elite/professional clubs seeking high-visibility Pride Games. Services are provided free of charge to clubs, with Pride Cup stating a per-event cost of at least AUD 500. Revenue is sourced from individual donations (via a dedicated platform and GiveOUT Day), corporate partnerships (Coles Group, NAB, PwC, Qantas, Tennis Australia, A-Leagues, PFA), and government grants (Victorian Government, VicHealth, Australian Government, The Snow Foundation).
Pride Cup operates from Melbourne with a national footprint across every Australian state and territory, supported by a distributed facilitator network. It is governed by a board chaired by Holly Ransom with founder Jason Ball as a board member, led by CEO Hayley Conway since March 2023, and is advised by senior figures from Commonwealth Bank, EY Oceania, NZ Rugby and Thorne Harbour Health. Strategic priorities currently include expanding women's-sport programming via the 'Playing With Pride' research initiative and engaging in policy advocacy against exclusionary eligibility frameworks.
Pride Cup firmographics
Firmographics- Name
- Pride Cup
- Legal name
- Pride Cup Australia
- Website
- https://pridecup.org.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pride Cup is an Australian nonprofit that delivers free LGBTIQ+ inclusion education and event activations to over 1,000 community sporting clubs across 25+ codes, funded by donations, corporate sponsors (Coles, NAB, PwC, Qantas) and government grants.
- Ownership category
- akta.pro rank
Pride Cup industry classification
Industry- Product category
- Sports Inclusion & Diversity Education
- NAICS
- Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Sports and Recreation Instruction (61162), Other Spectator Sports (711219)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Community Pride & Identity Events (Pride, Cultural Identity Days) (MPAGAEAL)
- akta.pro secondary industries
- LGBTQ+ Rights & Advocacy Organizations (BPAGAFAE), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)
Keywords
Where Pride Cup is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Pride Cup business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations and Fundraising: Pride Cup relies on donations from individuals and organizations to fund operations. The organization participates in GiveOUT Day (Australia's national day of giving to LGBTQIA+ causes) and encourages individual donations. It costs at least $500 to run a Pride Cup, reaching both participating teams with a free LGBTIQ+ inclusion session.
- Corporate Partnerships: Strategic partnerships with major corporations including Coles Group, NAB, PwC, Qantas, Tennis Australia, A-Leagues, and the PFA. These partners provide financial and promotional support in exchange for association with the Pride Cup brand and its mission.
- Government Grants: Support from government bodies including Victorian Government. Grants fund educational programs and event activations across sporting clubs.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Pride Cup product offering
Product offeringCore offering
Pride Cup is an Australian non-profit that organises Pride Cup events (PrideGames and Pride Rounds) at sporting clubs across Australia and delivers LGBTIQ+ inclusion education sessions to players, coaches, officials, and volunteers. The organization supports clubs with rainbow-themed game-day resources (armbands, socks, field markings) and community engagement materials, operating through direct club registration, governing-body partnerships, and a network of trained education facilitators.
Product overview
Pride Cup is a national movement that provides a comprehensive suite of products and services to promote LGBTQIA+ inclusion in Australian sport. The core offerings consist of PrideGames (rainbow-themed celebration sporting events) and Pride Rounds (league-wide Pride celebrations), supported by LGBTIQ+ Inclusion Education Sessions that equip clubs with tools to challenge discrimination. The organization also provides Club Support Services including event planning guidance, community engagement assistance, and promotional support. Ancillary offerings include a Merchandise Store on Shopify, a Donation Platform for fundraising, research products like the 'Playing With Pride' national report, and content products including the 'Pride Cuppa' podcast and Trivia Championship events. The portfolio works together as an integrated approach: education builds club capacity, Pride Games provide the visible celebration moment, and ongoing support ensures lasting cultural change.
Differentiator
Problem solved
Functional benefit
Products and services
- PrideGames (Pride Cup Events) Rainbow-themed celebration sporting events hosted by clubs to promote LGBTQIA+ inclusion. Includes game-day resources such as rainbow armbands, socks, and field markings, combined with club-wide inclusion education sessions for both teams.
- Pride Round League-wide Pride celebration events where multiple clubs across a competition participate in Pride-themed rounds coordinated by a league or governing body.
- LGBTIQ+ Inclusion Education Sessions Structured educational programs for sporting clubs exploring LGBTQIA+ inclusion, building understanding, empathy and leadership skills to challenge discrimination; delivered as pre-event education and tailored sessions by trained facilitators.
- Club Support Services Comprehensive support for clubs hosting Pride events including expert guidance, an organiser handbook, step-by-step guides, community engagement assistance and event promotion through the Pride Cup website and social media channels.
- Playing With Pride Research Report National research exploring LGBTQ+ experiences in women's sport participation in Australia, developed in collaboration with PwC Australia and Pride in Sport and available as a free downloadable report.
- Pride Cup Merchandise Store Online store on Shopify selling Pride Cup merchandise including rainbow-themed items such as armbands, socks and apparel for Pride Games and events.
- Donation Platform (EOFY Appeal) Online donation collection platform used to support Pride Cup's mission to bring inclusion education and Pride Games to community clubs across Australia, including annual GiveOUT Day campaigns.
Quantifiable outcome
- Clubs that host Pride Cup events use 40-50% less homophobic language than clubs that have not participated
- +4 more outcomes
Companies that use Pride Cup
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Pride Cup technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pride Cup partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and supporting.
- PwC AustraliacorePwC Australia collaborated with Pride Cup and Pride in Sport to develop the 'Playing With Pride' national research report exploring LGBTQ+ experiences in women's sport in Australia. The collaboration brought together national survey data, lived experience, and practical insight for shaping the future of women's sport inclusion.
- Pride in SportcorePride in Sport collaborated with Pride Cup and PwC Australia on the 'Playing With Pride' research project. Pride in Sport is part of the Pride Cup family and provides expertise on LGBTQIA+ inclusion in sporting environments.
- Coles GroupcoreColes Group partnered with Pride Cup as a major corporate supporter. The partnership leverages Coles' community presence (like local supermarkets at the heart of regional and rural communities) to support Pride Cup's mission. The partnership launched with an IDAHOBIT 'This is Me' panel event featuring Jason Ball, Darcy Vescio, and Josh Cavallo.
- NABcoreNAB is listed as a partner supporting Pride Cup's work with communities to strive for greatness in inclusion.
- QantassupportingQantas is listed as a supporter of Pride Cup, providing national visibility and credibility through the airline's prominent brand presence.
- Tennis AustraliasupportingTennis Australia supports Pride Cup and has participated in Pride Cup events, including AO Pride Day celebrations.
- A-LeaguessupportingA-Leagues supports Pride Cup and has implemented Pride Round events across its football competitions.
- Professional Footballers Australia (PFA)supportingPFA is listed as a supporter of Pride Cup, bringing player voice and advocacy to the partnership.
- Monash UniversitycoreMonash University's Faculty of Education conducted a rigorous six-year longitudinal evaluation of Pride Cup's impact on homophobic language and behaviour in sporting clubs, in partnership with VicHealth.
- Hockey VictoriasupportingHockey Victoria partnered with Pride Cup to co-host 'Pride Cup 101', an online event showcasing how sports at any level can implement Pride Cup activations.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Pride Cup competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights6 records
Customer concentration
Pride Cup social profiles
Digital presencePride Cup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pride Cup leadership team
Management profileNumber of profiles
Profiles1 record
Pride Cup funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pride Cup 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 Pride Cup
What does Pride Cup do?
Pride Cup is an Australian non-profit that organises Pride Cup events (PrideGames and Pride Rounds) at sporting clubs across Australia and delivers LGBTIQ+ inclusion education sessions to players, coaches, officials, and volunteers. The organization supports clubs with rainbow-themed game-day resources (armbands, socks, field markings) and community engagement materials, operating through direct club registration, governing-body partnerships, and a network of trained education facilitators.
Is Pride Cup a public or private company?
Pride Cup is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Pride Cup founded?
Pride Cup was founded in 2012. It employs 11 to 50 people.
Where is Pride Cup based?
Pride Cup is headquartered in Melbourne, Australia, in the Oceania region.
How does Pride Cup make money?
Three revenue lines are on record. Donations and Fundraising is the primary driver. The others are corporate Partnerships and government Grants.
Does Pride Cup have an API?
No public API is recorded for Pride Cup.
What industry is Pride Cup in?
Pride Cup's product category is Sports Inclusion & Diversity Education. Its primary akta.pro industry code is MPAGAEAL, Community Pride & Identity Events (Pride, Cultural Identity Days), with a secondary code of BPAGAFAE, LGBTQ+ Rights & Advocacy Organizations. Its NAICS code is 813 and its SIC code is 7990.