Santa Cruz Warriors

What Santa Cruz Warriors does

The Santa Cruz Warriors are the NBA G League affiliate of the Golden State Warriors, operating as a privately-held professional basketball franchise headquartered at 903 Pacific Avenue, Suite 101, Santa Cruz, CA, with their home venue at Kaiser Permanente Arena, 140 Front Street. Founded when Golden State Warriors owners Joe Lacob and Peter Guber acquired and relocated the Dakota Wizards in June 2011, the team played its first Santa Cruz game on December 23, 2012, and has since compiled a 371-301 (.552) all-time record, won the 2015 NBA G League Championship, and been named NBA G League Franchise of the Year a league-leading four times (2017-18, 2020-21, 2021-22, 2023-24). The franchise employs 11-50 staff and plays 24 home games per season, generating 34 NBA Call-Ups since 2012 (12 in the last three seasons) and serving as the principal player-development pipeline for its NBA parent.

The franchise operates a direct-to-consumer revenue model spanning four primary streams: ticket sales (season plans, half-season plans, mini plans, group tickets starting at $21 per person, single-game tickets, and Stoked Section premium memberships), corporate sponsorships anchored by presenting partner Kaiser Permanente and channel partner Ticketmaster, arena concessions (operated by Whiting's Food) and merchandise sales (with season-ticket and Chase card discounts), and arena rentals for concerts, community events, youth tournaments, and Golden State Sports Academy camps. Distribution channels include Ticketmaster (digital), a phone sales line (831-713-4400), email sales, and an on-site box office; group sales are handled by a dedicated Account Executive team. The product surface is supported by the SC Warriors + KP Arena mobile app (Android and iOS), an Insider email newsletter, and a multi-platform social presence (Instagram, TikTok, YouTube, Facebook, X, Twitch).

Beyond basketball operations, the franchise operates a community platform centered on Sea Dubs in the Community (education, health and wellness, civic engagement, sustainability), the Invisalign-presented Mav'Riks Kids Club (free under-18 membership), and the Swishes for Dishes food-donation initiative with Kaiser Permanente, The Athlete's Corner, Feeding America, and Second Harvest Food Bank, which has produced 367,980 all-time meals donated. The 2026-27 season marks the franchise's 15th anniversary in Santa Cruz, supported by commemorative merchandise and continued giveaways. Underlying technology is described as a conventional NBA G League professional basketball operations and arena event management platform, with no disclosed proprietary features, AI/ML capabilities, or external API surface.

Name

Santa Cruz Warriors

Legal name

Santa Cruz Warriors

Website

https://santacruz.gleague.nba.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

The Santa Cruz Warriors are the NBA G League affiliate of the Golden State Warriors, operating a professional basketball franchise in Santa Cruz, California since 2012. The team plays 24 home games per season at Kaiser Permanente Arena, earning revenue from tickets, presenting-partner sponsorships, concessions, merchandise, and arena rentals.

Ownership category

akta.pro rank

Product category

Professional Minor League Basketball (NBA G League)

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Basketball Leagues (MPAKAAAD)

Keywords

• Professional basketball team
• Minor league basketball
• Live sports entertainment
• Sports ticketing services
• Arena event hosting

Headquarters

HQ city

Santa Cruz

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Primary revenue stream from single game tickets, season tickets, half-season plans, mini plans, group tickets (10+ people), and premium Stoked Section memberships. Ticket sales conducted via phone, email, Ticketmaster platform, and on-site box office at Kaiser Permanente Arena.
2. Corporate Sponsorships & Partnerships: Revenue from corporate partners including presenting partner Kaiser Permanente, community sponsors, arena naming rights, and various business partnerships. Includes presenting partner status, community sponsor placements, and partnership development sales team.
3. Arena Concessions & Merchandise: Food and beverage concessions through Whiting's Food partnership, merchandise sales at team store, and specialty item sales. Merchandise discounts offered to season ticket holders and Stoked Section members.
4. Arena Rentals & Events: Revenue from hosting external events at Kaiser Permanente Arena including concerts, community events, youth basketball tournaments, corporate outings, and Golden State Sports Academy summer camps. Arena rental inquiries directed to Michael Duquette.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels13 records

Core offering

The Santa Cruz Warriors operate a professional NBA G League basketball franchise and host 24 home games per season at Kaiser Permanente Arena in Santa Cruz, California. Revenue is generated primarily through ticket products (season tickets, half-season plans, mini plans, group tickets, single-game tickets, and Stoked Section premium memberships), corporate sponsorships, arena concessions and team store merchandise, and rentals of Kaiser Permanente Arena for concerts, youth basketball events, and corporate outings. The organization also runs youth basketball development programs (Golden State Sports Academy camps, Warriors Basketball Academy, Mav'Riks Kids Club) and community social-responsibility initiatives (Swishes for Dishes, Sea Dubs in the Community).

Product overview

The Santa Cruz Warriors operate as an NBA G League basketball team and entertainment organization, offering a portfolio of ticket products (season tickets, group tickets, single game tickets, and Stoked Section premium memberships), digital experiences through their official mobile app, and community engagement programs. The team's home games are hosted at Kaiser Permanente Arena. The product ecosystem includes fan engagement tools (Account Manager, mobile app), community initiatives (Sea Dubs in the Community, Swishes for Dishes, Mav'Riks Kids Club), and ancillary offerings like arena event rentals and corporate partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets (Full-Season and Half-Season Plans) Full-season and half-season ticket plans offering an average 30% savings off box office pricing, priority access to Golden State Warriors tickets, 20% merchandise discount, $100 group ticket credit, interest-free payment plan, and exclusive member events. Available to individual fans and families ahead of each NBA G League season.
• Single Game Tickets Individual game tickets for Santa Cruz Warriors home games at Kaiser Permanente Arena, with pricing varying by opponent and seating location. First 1,000 fans at many games receive promotional giveaways.
• Group Tickets (Groups of 10+) Group ticket packages starting at $21 per ticket for groups of 10 or more, including exclusive group offers such as birthday packages, All-Star packages, Halftime performances, and team-building outings.
• Stoked Section Premium Season Membership Premium season-ticket membership delivering a swag pack, merchandise discount, playoff ticket priority, exclusive season-ticket-member invitations, collectible giveaways, and community volunteer opportunities for premium-seating fans across all 24 home games.
• SC Warriors + KP Arena Mobile App Official mobile app for fans to access team content, purchase and manage tickets, explore arena events, pre-order food and beverages, and access the team store.
• Santa Cruz Warriors Account Manager Online ticket management system that allows ticket holders to transfer, resell, donate, and make payments on their Santa Cruz Warriors tickets.
• Mav'Riks Kids Club Free membership club for Santa Cruz Warriors fans under 18, offering exclusive events, merchandise discounts, player interactions, birthday cards, and a monthly e-newsletter to build early fan loyalty.
• Swishes for Dishes Community Meal Donation Program Community initiative in partnership with Kaiser Permanente and Second Harvest Food Bank in which meals are donated to local food banks based on points scored by the team (15 meals per point in 2025-26). All-time program has donated 367,980 meals.
• Kaiser Permanente Arena Event Rentals Rental of Kaiser Permanente Arena for concerts, community events, youth basketball tournaments, corporate outings, and Golden State Sports Academy summer camps.
• Golden State Sports Academy Youth Basketball Camps Youth basketball camps at Kaiser Permanente Arena focused on skill development, run by Golden State Sports Academy with registration via leagueapps.com.
• Team Store Merchandise and Arena Concessions Team store merchandise sales (with member-discounted pricing) and food & beverage concessions at all home games served through official partner Whiting's Food.

Quantifiable outcome

• 367,980 all-time meals donated to Second Harvest Food Bank through Swishes for Dishes program
• +2 more outcomes

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered flagship, core and minor.

• Kaiser PermanenteflagshipStrategic or Co-development PartnerPresenting partner for the Santa Cruz Warriors organization. Provides arena naming rights for Kaiser Permanente Arena. Major community health initiatives supporter including Swishes for Dishes food donation program. Logo placement throughout arena and team materials.
• Second Harvest Food Bank of Santa Cruz CountycoreStrategic or Co-development PartnerBeneficiary of Swishes for Dishes program where every point scored by Santa Cruz Warriors results in meal donations (15 meals per point during 2025-26 season). Has received 367,980 all-time meals through this partnership.
• The Athlete's CornercoreStrategic or Co-development PartnerCommunity sponsor for Swishes for Dishes program, partnering with Kaiser Permanente and Santa Cruz Warriors to support food donation initiative.
• Feeding AmericaminorStrategic or Co-development PartnerCommunity sponsor providing national backing for the Swishes for Dishes food donation program.
• LyftcoreGTM or Marketing PartnerOfficial Rideshare partner of Santa Cruz Warriors. Code GOSCW provides 50% off next 2 rides for new Lyft users (max $10 savings per ride). Dedicated Lyft pickup/drop-off zone at 140 Front Street.
• TicketmasterflagshipChannel Partner/ Reseller/ DistributorPrimary ticketing platform for all Santa Cruz Warriors ticket sales including single game, season tickets, group tickets, and premium memberships. Integration through Ticketmaster website and app.
• Whiting's FoodcoreStrategic or Co-development PartnerOfficial concessions partner serving food at all Santa Cruz Warriors home games at Kaiser Permanente Arena.
• ChaseminorGTM or Marketing PartnerCredit card partner offering 20% off discounts at Santa Cruz Warriors Team Store (merchandise) and concessions with Chase debit or credit card payments.
• Laughing Monk BrewingminorGTM or Marketing PartnerSeason Ticket Member Benefits partner offering 10% off orders at Scotts Valley restaurant location.
• Woodstock's PizzaminorGTM or Marketing PartnerSeason Ticket Member Benefits partner offering 10% off orders (code: seadubs10).
• Togo's SandwichesminorGTM or Marketing PartnerSeason Ticket Member Benefits partner offering 10% off at participating locations (Scotts Valley, Capitola, Watsonville).
• Pono Hawaiian GrillminorGTM or Marketing PartnerSeason Ticket Member Benefits partner offering 15% off at Santa Cruz and Capitola locations.
• CineLux TheatresminorGTM or Marketing PartnerSeason Ticket Member Benefits partner offering $4 off any concession combos.
• Santa Cruz Museum of Art and HistoryminorGTM or Marketing PartnerSeason Ticket Member Benefits partner offering 50% off museum admission.
• Golden State WarriorsflagshipStrategic or Co-development PartnerNBA parent franchise and sole G League affiliate. Golden State Warriors owners Joe Lacob and Peter Guber purchased Dakota Wizards in 2011 and relocated to Santa Cruz. Team serves as player development platform with 44 NBA players assigned and 34 NBA Call-Ups generated since 2012.
• Bay Federal Credit Union (BFCU)minorGTM or Marketing PartnerCorporate partner featured on Santa Cruz Warriors corporate partners page.
• Devcon GreenminorGTM or Marketing PartnerCorporate partner featured on Santa Cruz Warriors corporate partners page.
• InvisaligncoreGTM or Marketing PartnerPresenting sponsor of Mav'Riks Kids Club, the free kids club for children under 18 featuring exclusive events, merchandise discounts, and player interactions.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Stockton Kings: NBA G League affiliate of the Sacramento Kings based in Northern California, sharing similar geography and audience with Santa Cruz. Operates with the same ticket-sales, sponsorship, and community-engagement business model in the same competitive region for both NBA-affiliated basketball and corporate partnerships.
• Long Island Nets: NBA G League affiliate of the Brooklyn Nets operating a single-venue, 24-home-game season model. Directly comparable in league structure, affiliation dependency, ticketing products (season/group/single-game), and arena rental diversification strategy.
• Wisconsin Herd: NBA G League affiliate of the Milwaukee Bucks. Comparable in scale, community-engagement focus, sponsorship-driven revenue model, and parent-affiliation narrative to Santa Cruz Warriors.
• Memphis Hustle: NBA G League affiliate of the Memphis Grizzlies running an identical 24-game season in a similarly sized regional market. Matches in operations size, franchise awards culture, and partnership monetization approach.
• Sioux Falls Skyforce: NBA G League affiliate of the Miami Heat with a longstanding operational history similar to Santa Cruz. Comparable in championship pedigree, NBA parent affiliation, and small-market business model.
• Salt Lake City Stars: NBA G League affiliate of the Utah Jazz. Operates with comparable ticketing structure (season tickets, group, premium) and corporate sponsorship approach in a similar regional sports market.
• Capital City Go-Go: NBA G League affiliate of the Washington Wizards in a mid-size market. Comparable in single-arena operations, ticket tiering, and community-engagement programming model to Santa Cruz Warriors.
• Maine Celtics: NBA G League affiliate of the Boston Celtics, operating in a smaller Northeast market. Comparable in regional brand positioning, community programs, and franchise-awards-style operational excellence to Santa Cruz.
• Raptors 905: NBA G League affiliate of the Toronto Raptors. Operates the same 24-game season, single-venue model, and is one of the most accomplished G League franchises commercially — a useful comparable for Santa Cruz's commercial trajectory.

Broad incumbents

• Golden State Warriors: The parent NBA franchise and strategic owner of the Santa Cruz Warriors. Operates a vastly larger commercial enterprise (Chase Center, national broadcast rights, global sponsorships) but uses Santa Cruz as its G League affiliate and player-development pipeline.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dleaguewarriors
• YouTubeyoutube.com/user/SantaCruzWarriors
• Facebookfacebook.com/santacruzwarriors
• Instagraminstagram.com/gleaguewarriors
• TikToktiktok.com/@santacruzwarriors?lang=en
• LinkedInlinkedin.com/company/santa-cruz-warriors

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 Santa Cruz Warriors