Saracens

What Saracens does

Saracens Limited is a private professional rugby union club founded in 1876 and headquartered at StoneX Stadium in Hendon, North London. The club operates two elite squads — Saracens Men in the Gallagher Premiership, European Champions Cup, and Premiership Rugby Cup, and Saracens Women in Premiership Women's Rugby — and also runs academy, Storm, and community teams through four squads under one club structure. Underlying infrastructure includes the owned StoneX Stadium (10,000+ capacity), co-hosting rights at Tottenham Hotspur Stadium for the Showdown showcase series, and wholly-owned subsidiaries Saracens Copthall LLP (stadium/facilities), the Saracens Foundation (charity), and the Saracens Multi-Academy Trust (education, including Saracens High School).

The business model is multi-stream: (1) recurring season memberships for men's and women's fixtures priced across full, half, and bundled configurations; (2) matchday ticketing via an owned e-ticketing platform and Ticketmaster for individual fixtures; (3) a tiered hospitality portfolio with six SKUs ranging from The Fez Club to the ultra-premium W Club at £2,750–£10,000+VAT per season, sold through a dedicated account-management team targeting enterprise clients; (4) commercial sponsorship anchored by StoneX (naming rights), Castore (kit/retail), Shawbrook, PensionBee, Evelyn Partners, and Enstar; (5) merchandise and retail through a Castore-operated store at StoneX Stadium and shop.saracens.com; (6) venue hire, stadium tours, and food & beverage concessions at StoneX Stadium; and (7) community programs including junior rugby camps, Saracens Staycations, Saracens Next Gen, and partner-school programs. The ownership is institutional: Saracens Group Holdings Ltd, controlled by Kimono House Ltd and Euroblue Ltd, with results reported quarterly to the two primary shareholders; the club is loss-making at the operating level (£7.5m loss reported for the recent period).

Name

Saracens

Legal name

Saracens Limited

Website

https://saracens.com

Company type

Private

Founded year

1876

Operating status

Operating

Headcount range

101–250 employees

Short description

Saracens is a private professional rugby union club founded in 1876 in North London, operating men's and women's elite teams, generating revenue from memberships, ticketing, hospitality, sponsorship, merchandise, venue hire, and community programs at StoneX Stadium.

Ownership category

akta.pro rank

Product category

Professional Rugby Club

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Rugby (Union & League) Leagues (MPAKAAAG)

akta.pro secondary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Professional rugby club
• Rugby union team
• Matchday hospitality
• Season memberships
• Sports venue hire

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Season Memberships: Annual subscriptions for guaranteed matchday seats across men's and women's teams. Includes priority access, discounts, and exclusive member events.
2. Matchday Ticketing: Individual match ticket sales for Premiership, European Champions Cup, and PWR fixtures at StoneX Stadium and Tottenham Hotspur Stadium.
3. Hospitality Packages: Premium matchday experiences including The Park, The Hundred Club, The Tulip Club, Executive Boxes, The W Club, and The Fez Club ranging from £2,750 to £10,000+ per season.
4. Commercial Sponsorship: Partnership arrangements with sponsors including StoneX, Shawbrook, PensionBee, Castore, and others. Includes stadium naming rights and branding across venues.
5. Merchandise & Retail: Official club merchandise sold through Castore-operated store at StoneX Stadium and online shop.
6. Venue Hire & Events: StoneX Stadium available for hire for events, concerts, and corporate functions when not hosting rugby.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Saracens operates a professional rugby union club based at StoneX Stadium in North London, fielding elite men's and women's teams that compete in the Gallagher Premiership, European Champions Cup, and Premiership Women's Rugby. The club sells seasonal memberships, individual match tickets, and tiered hospitality packages (The Park, The Hundred Club, The Tulip Club, Executive Boxes, The W Club, The Fez Club) ranging from £2,750 to £10,000+VAT per season. Supporting revenue lines include commercial sponsorships, official merchandise through Castore, venue hire at StoneX Stadium, and community rugby development programs.

Product overview

Saracens is a professional rugby union club based in North London operating two elite teams: the Men's team competing in Gallagher Premiership, European Champions Cup, and Premiership Rugby Cup, and the Women's team competing in Premiership Women's Rugby. The club's commercial offerings center on matchday experiences at StoneX Stadium and Tottenham Hotspur Stadium, comprising individual match tickets and seasonal membership packages for both teams. Hospitality options range from casual lounge packages (The Fez Club) to ultra-premium experiences (The W Club, The Tulip Club, Executive Boxes, The Park, The Hundred Club). Supporting offerings include venue hire, stadium tours, food and beverage concessions, and community programs such as junior rugby camps, staycations, and the Saracens Next Gen initiative. The club also hosts signature events including The Showdown series at large venues.

Differentiator

Problem solved

Functional benefit

Brands

• StoneX Stadium: The club's home stadium located in Hendon, London, formerly known as Allianz Pkwy and before that Copthall Stadium.
• The Showdown
• The Duel
• Saracens Next Gen

Products and services

• Seasonal Memberships (Men's)

Named customers1 record

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• CastorecoreStrategic or Co-development PartnerWorld's first premium sportswear brand for discerning athletes. Operates official Saracens store at StoneX Stadium and online shop.
• TrekminorGTM or Marketing PartnerTREK bars deliver natural, long-lasting energy with no artificial ingredients. 100% plant based ingredients.
• Hy-ProminorGTM or Marketing PartnerDedicated sports brand creating durable training equipment to improve core skills across all aspects of sport.
• Greene King IPAminorGTM or Marketing PartnerCountry's leading pub retailer and brewer with 2,700 pubs, restaurants and hotels across the UK. Partner visible at stadium hospitality.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform for matchday tickets and season memberships at Saracens home games.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Leicester Tigers: Historically dominant English Premiership club with comparable trophy pedigree. Operates a large stadium (Mattioli Woods Welford Road), multi-tier memberships and hospitality, making it a directly comparable English rugby union peer.
• Leinster Rugby: Dominant European rugby union club with comparable men's trophy pedigree (multiple Champions Cups), large membership base, and premium hospitality at Aviva Stadium. International peer with similar dual senior/age-grade team structure.
• Sale Sharks: Gallagher Premiership club with similar Premiership/Champions Cup participation profile and membership-driven revenue model. Comparable squad scale and commercial structure to Saracens' men's operation.
• Stade Français Paris: Top-flight French rugby union club operating from Stade Jean-Bouin with similar premium hospitality and corporate hospitality tiers. Comparable private-ownership model and Parisian catchment mirrors Saracens' London positioning.
• Gloucester Rugby: Direct Premiership rival, particularly as former benchmark for women's rugby success that Saracens Women surpassed. Comparable membership, hospitality tiers, and Kingsholm stadium operations.
• Bath Rugby: Gallagher Premiership club sharing membership, hospitality, and stadium tour commercial structures. Operates the Recreation Ground with similar capacity profile to StoneX Stadium, making it a directly comparable mid-tier Premiership peer.
• Northampton Saints: Gallagher Premiership and European Champions Cup competitor with similar squad profile, Franklin's Gardens stadium operations, and commercial membership/hospitality model. Direct on-field rival and benchmark for Premiership commercial operations.
• Exeter Chiefs: Recent dominant Premiership side competing for European honours with similar size, Sandy Park stadium, and membership/community-driven commercial model. Highly comparable on squad scale, community programs, and hospitality revenue mix.
• Harlequins: London-based Gallagher Premiership rugby union club and primary North London rival. Competes directly with Saracens in the Premiership and European Champions Cup with comparable membership, hospitality, and StoneX Stadium-adjacent matchday offerings.
• Munster Rugby: European rugby union powerhouse with comparable supporter culture, multi-tier membership model, and European Champions Cup pedigree. Direct on-pitch competitor and benchmark for commercial matchday revenue in rugby union.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Saracens
• YouTubeyoutube.com/user/sarriesrugbytv
• Facebookfacebook.com/SaracensOfficial
• Instagraminstagram.com/saracensofficial/?hl=en
• TikToktiktok.com/@saracensofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 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 Saracens