Name

Northampton Saints

Legal name

Northampton Saints

Website

https://northamptonsaints.co.uk

Company type

Private

Founded year

1880

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Professional Rugby Club / Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (7112), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Rugby (Union & League) Leagues (MPAKAAAG)

akta.pro secondary industries

Professional & Major League Stadiums (MPAKAEAA), Team Sports Matches (Club & National) (MPAGAMAB), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Professional rugby club
• Rugby matchday tickets
• Premium hospitality experiences
• Rugby academy development
• Sports sponsorship packages

Headquarters

HQ city

Northampton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Matchday Ticket Sales: Individual match ticket sales across various categories (Adult, Concession, Young Adult, Junior, Child) with early bird pricing on first 1,000 tickets
2. Season Tickets: Season ticket packages for all home Gallagher PREM, Premiership Rugby Cup and European games. Prices from £250 for adults, £75 for children. Ten-month interest-free Direct Debit available. Season tickets sold out for three consecutive seasons.
3. Memberships: Premium Memberships at £50 and Digital Membership at £25 per season, offering early access to tickets, 15% off full price tickets, and Saints Rewards loyalty programme access
4. Hospitality: Premium hospitality experiences including Tunnel Club, Directors Lounge, Suite No.10, Champions Suite, Executive Boxes, Legends Lounge, Heroes Restaurant, and Captain's Bar. Match-by-match and seasonal packages available.
5. Matchday Sponsorship: Sponsorship packages including Match Sponsorship, Ball Sponsorship, First Try-Scorer, and Player/Coach Sponsorship for brand visibility at matchdays
6. Retail & Merchandise: Online and matchday store selling replica kit, training wear, clothing, and accessories. 10% discount for Season Ticket Holders.
7. Sponsorship & Partnerships: Principal partner (cinch), kit supplier (Macron), plus multiple tier-2 and tier-3 partners across various sectors including automotive, legal, healthcare, and food & beverage

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Northampton Saints is a professional rugby union club that fields a competitive first team in the Gallagher Premiership and European Champions Cup. Its commercial offering centres on matchday experiences at cinch Stadium at Franklin's Gardens — selling match tickets, season tickets and memberships, premium hospitality packages, corporate sponsorship, replica kit and merchandise — supplemented by community programmes including Academy youth development and Saints Wheelchair Rugby.

Product overview

Northampton Saints is a professional rugby union club operating as a single unified offering with multiple product lines. The core offering is the Gallagher PREM rugby team playing at cinch Stadium at Franklin's Gardens, supported by ticketing products (match tickets, season tickets, memberships, international ballots) and hospitality experiences (Tunnel Club, Suite No.10, Executive Boxes, and dining venues). Additional revenue streams include Saints Store retail, Saints TV video content, Academy youth development programmes, Wheelchair Rugby disability sports, and Community Rugby Programmes. The club's digital infrastructure includes a Single Sign-On system unifying ticketing and retail accounts, with upcoming mobile app featuring digital ticketing.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 18 wins from 18 matches, 693 points scored, 100+ tries in 2025/26 regular season
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

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

• BremontflagshipStrategic or Co-development Partner · 25 June 2026Limited edition Bremont x Saints watch launched in partnership with luxury British watchmaker Bremont and delivered exclusively by Michael Jones Jeweller. Based on Bremont's Terra Nova 40.5mm model featuring robust automatic movement, anti-magnetic protection, 100m water resistance. Limited production run priced at £3,500 each with pre-orders until end of July.
• The Food HeroescoreStrategic or Co-development Partner · 13 May 2026Food business co-founded by Michelin-starred chef Pierre Koffmann became Official Chip and Potato Partner and Elite Sponsor of Northampton Saints. Formalises existing supply relationship with products featured throughout matchday hospitality at cinch Stadium at Franklin's Gardens. Partnership supports company's UK and international growth strategy.
• Michael Jones JewellercoreChannel Partner/ Reseller/ DistributorExclusive retail partner for Bremont x Saints limited edition watch. Partnered with Bremont and Northampton Saints to create the commemorative timepiece celebrating the 2025/26 Premiership title. Located in Northampton providing local expertise.
• cinchflagshipStrategic or Co-development PartnerPrincipal Partner of Northampton Saints. Stadium naming rights for cinch Stadium at Franklin's Gardens. Logo appears prominently across all club communications and merchandise.
• MacronflagshipStrategic or Co-development PartnerOfficial kit supplier for Northampton Saints. Provides all playing kit, training wear, and replica merchandise for the club.
• ChurchminorOthersFootwear partner of Northampton Saints. Brand logo appears in partner section of official website.
• Travis PerkinsminorOthersBuilding materials and construction partner. Brand logo appears in partner section of official website.
• GRS (Roadstone)minorOthersRoad construction materials partner. Brand logo appears in partner section of official website.
• CarlsbergcoreOthersOfficial beer and beverage partner of Northampton Saints. Products served throughout matchday hospitality and supporter village bars.
• GT RadialminorOthersTyre partner. Brand logo appears in partner section of official website.
• Three Shires HospitalminorOthersHealthcare partner providing medical services. Brand logo appears in partner section of official website.
• Thurlow NunnminorOthersAgricultural machinery dealer partner. Brand logo appears in partner section of official website.
• HCR LawminorOthersLegal services partner. Brand logo appears in partner section of official website.
• Maplefields AcademycoreStrategic or Co-development PartnerEducation partner hosting Saints Wheelchair Rugby training sessions. Wednesday sessions for Junior (6:30-7:30pm) and Senior (6:30-9pm) at Maplefields Academy, Corby. Key partner in inclusive sports delivery.
• Moulton CollegecoreStrategic or Co-development PartnerAcademy Partner School providing clear route into professional rugby for students from non-fee-paying schools. Students compete in ACE League - highest level of college rugby in England. Provides daily coaching, competitive fixtures, and training alongside Academy players.
• Bedford BluesminorStrategic or Co-development PartnerChampionship side providing dual-registration playing opportunities for Saints Academy players in Confirmation Phase. Supports transition from age-grade rugby into professional environment.
• Great Britain Wheelchair Rugby (GBWR)flagshipStrategic or Co-development PartnerSaints Wheelchair Rugby is delivery partner with GBWR for national junior programme. Club's head coach Jamie Higgins also serves as national Junior Programme Officer for GBWR. Supports growth of junior participation in wheelchair rugby nationally.
• RHP MotorsportsminorOthersWheelchair rugby partner supporting the Saints Wheelchair Rugby team. Brand logo appears in partner section.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Leinster Rugby: Irish province and regular Champions Cup opponent of Northampton Saints. Operates a comparable professional model with academy, season tickets, and commercial partnerships at the Aviva Stadium, providing a strong benchmark for European performance and revenue.
• Munster Rugby: Irish province competing in the Champions Cup against Northampton. Comparable fan-owned-style rugby union operation with strong ticketing, hospitality, and sponsorship revenue at Thomond Park.
• Bristol Bears: Premiership club with a strong stadium-based hospitality and ticketing model at Ashton Gate. Comparable in scale and revenue mix to Northampton and competes in the same league and Champions Cup.
• Bath Rugby: Gallagher Premiership club defeated by Northampton Saints in the 2024 final. Operates a similar mix of season tickets, hospitality, and sponsorship, and competes in the Champions Cup against Northampton.
• Exeter Chiefs: Premiership rival defeated by Northampton Saints in the 2026 Premiership final. Operates a comparable club model with a strong academy, Sandy Park stadium, and similar mix of matchday, hospitality, and commercial revenue.
• Leicester Tigers: Direct Premiership rival and historic East Midlands derby opponent of Northampton Saints. Both compete in the Gallagher Premiership and Champions Cup with comparable ticketing, hospitality, academy, and sponsorship-driven business models.
• Harlequins: Premiership club that has just signed Northampton's outgoing captain George Furbank. Operates a comparable ticketing, membership, and Twickenham-based matchday model and competes with Saints in the league and Champions Cup.
• Sale Sharks: Premiership club with comparable ticketing, academy, and sponsorship business model. Competes with Northampton for talent, league position, and fan engagement.
• Saracens: One of the most successful Premiership clubs, competing directly with Northampton in league and European competitions. Operates a comparable professional model with strong academy, premium hospitality, and broad sponsorship portfolio.

Broad incumbents

• Stade Toulousain (Toulouse): Dominant Top 14 French rugby club and multiple-time Champions Cup winner. Operates at a larger scale than Northampton but provides a comparable benchmark for what a top-tier European rugby club can achieve commercially and on the pitch.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SaintsRugby
• YouTubeyoutube.com/user/TheSaintsTV
• Facebookfacebook.com/northamptonsaints
• LinkedInlinkedin.com/company/northamptonsaints
• Instagraminstagram.com/northamptonsaints
• TikToktiktok.com/@saintsrugby

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

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 Northampton Saints