Sportsground

Sports Administration Softwaresportsground.co.nz

Sportsground is a New Zealand-based cloud software provider offering an integrated platform of websites, member management, competition scheduling, payments, and mobile apps for sports organisations and schools across Australia and New Zealand.

Company typePrivate
Founded2007
HeadquartersHavelock North, New Zealand
Headcount11–50
GTM typeB2B
OfferingSoftware

What Sportsground does

Sportsground is a privately held New Zealand cloud-software company, founded in 2007 and headquartered in Havelock North, that operates an integrated platform for organising school and sport communities across Australia and New Zealand. The company's core product, branded "Sporty," delivers national-scale websites with content management, member management, online registrations, eCommerce, and eNewsletters, supported by an integrated stack of add-on modules: SuperForms (consolidated registration databases), SuperCRM (member relationship management with Xero integration), SKED (competition draws and fixtures), Sport$pay (PCI-compliant online payments), AppointMe (referee and umpire scheduling), Single Sign-On, the Sporty Game Day App (live scoring), and iDMe (contactless sign-in for contact tracing). Separate sub-brands — Schoolground and School Sports Portal — extend the same architecture into the education vertical.

The platform is built as a multi-tenant cloud SaaS with mobile applications on iOS and Android, and is operated by a very lean team of 1–10 employees. Sportsground serves two principal customer segments: (1) national sports bodies, regional associations, and affiliated clubs across codes including rugby, netball, rugby league, touch rugby, and motorsport, with NZ Rugby Union, Netball NZ, NZRL, and Touch NZ as named enterprise customers; and (2) primary and secondary schools using Schoolground websites and the School Sports Portal.

Sportsground monetises through three streams: a freemium entry point of free online tools to attract sports organisations and schools, recurring subscriptions for premium platform access (pricing is quote-based and not publicly disclosed), and transactional fees on Sport$pay payment processing. Go-to-market is direct-sales-led via regional phone numbers in Australia and New Zealand, supplemented by a self-serve online funnel and a premium support tier for subscribing clients. The company remains privately held and bootstrapped beyond a single 2014 Callaghan Innovation grant of approximately NZD $107,044, with no institutional venture funding disclosed.

Sportsground firmographics

Firmographics

Name: Sportsground
Legal name: Sportsground.com
Website: https://sportsground.co.nz
Company type: Private
Founded year: 2007
Operating status: Operating
Headcount range: 11–50 employees
Short description: Sportsground is a New Zealand-based cloud software provider offering an integrated platform of websites, member management, competition scheduling, payments, and mobile apps for sports organisations and schools across Australia and New Zealand.
Ownership category
akta.pro rank

Sportsground industry classification

Industry

Product category: Sports Administration Software
akta.pro primary industry: Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
akta.pro secondary industry: Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity) (MPAKAKAM)

Keywords

Sports administration software
Competition management system
School sports platform
Member management platform
Online registration tools

Where Sportsground is headquartered

Location

Headquarters

HQ city: Havelock North
HQ country: New Zealand
HQ region: Oceania

Offices2 records

Markets served

Sportsground business model

Business model

GTM type: B2B
Offering type: Software
Cost components: Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

Platform Subscriptions: Subscription-based access to premium features including CMS websites, member management, competition management, and mobile apps
Transaction Fees - Sport$pay: Flat transaction fee for online payments including Visa/MasterCard fee. No set-up fee, no monthly ongoing fee, no hidden costs. PCI compliant with easy reconciliation.
Free Tools Entry Point: Large number of free online tools to attract sports organisations and schools, with premium paid services for full functionality

Pricing tiers

Model	Billing	Price
Freemium	Monthly	Free tools available for basic use
Subscription	Monthly	Premium subscription with full platform access
Transaction based/ take rate	Pay-as-you-go	Sport$pay payment processing

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Sportsground product offering

Product offering

Core offering

Sportsground provides a cloud-based platform (Sporty) delivering websites with content management, online registrations, member management, competition scheduling, CRM, payment processing, and mobile applications for sports organisations and education providers across Australia and New Zealand. Offerings are modular, with national-scale CMS websites plus add-ons such as SKED Competition Management, SuperCRM, SuperForms, Sport$pay, AppointMe, Single Sign-On, Schoolground, School Sports Portal, and the Sporty Game Day App. The platform is sold via subscription and freemium, with official status from NZ Rugby Union, Netball NZ, NZRL, and Touch NZ.

Product overview

Sportsground operates as a platform-plus-modules architecture built on the Sporty online administration core system. The platform provides national-scale website content management with member management, eCommerce, eNewsletters, and online forms. Individual modules include SuperForms (database/registration forms), SuperCRM (customer relationship management), SKED Competition Management (competition fixtures and draws), Single Sign-On (authentication), Sport$pay (online payments), AppointMe (referee scheduling), and the Sporty Game Day App (live scoring). Separate sub-brands target education: Schoolground (school websites) and School Sports Portal (school sports administration). Mobile apps extend functionality to smartphones. The ecosystem is designed for sports organisations and education providers across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

Carbon Zero Commitment: Environmental sustainability initiative commitment to become certified Carbon Zero
SuperForms
SKED
AppointMe
Sporty Game Day App
Sporty Mobile App
SuperCRM
Sport$pay
Schoolground
School Sports Portal

Products and services

Sporty Online Administration

Quantifiable outcome

Millions of people use services annually

Companies that use Sportsground

Customer profile

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Sportsground technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration3 records

Feature11 records

Sportsground partnerships and signals

Strategic signal

Partnerships

Four partnerships are on record, tiered core.

NZ Rugby UnioncoreTechnology or IntegrationNZ Rugby Union officially chose Sportsground's SKED Competition Management system and AppointMe referee appointment system to manage all rugby referees for all games across New Zealand. This is a core strategic partnership where Sportsground provides the official competition management infrastructure.
Netball NZcoreTechnology or IntegrationOfficial Competition Management system partner using SKED for netball competitions nationwide
NZRL (New Zealand Rugby League)coreTechnology or IntegrationOfficial Competition Management system partner using SKED for rugby league competitions
Touch NZcoreTechnology or IntegrationOfficial Competition Management system partner using SKED for touch rugby competitions

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Sportsground competitors and assessment

Company assessment

Direct peers

TeamSnap: US-headquartered team and league management platform serving clubs, coaches, and parents across many sports. Closest direct peer to Sportsground in functionality (team management, scheduling, payments, communications) though operating at much larger scale in North America.
SportsEngine: Major US sports management platform owned by NBCUniversal, providing league websites, registration, scheduling, and mobile tools to youth sports organizations. Direct peer in vertical SaaS for amateur sports administration, with deeper enterprise and mobile feature set.
LeagueApps: US sports league and club management platform covering registration, scheduling, payments, and communication. Direct peer competing in the same vertical SaaS niche of sports organization administration.
Playmetrics: Youth sports club management platform providing registration, scheduling, communication, and club websites. Direct peer in the same vertical, focused on youth and amateur club administration.
Stack Sports: US sports technology platform providing club, league, and tournament management software across multiple sports. Direct peer addressing the same club and governing-body workflows as Sportsground, though at significantly larger scale.
Demosphere: US-based sports organization management platform offering websites, registration, scheduling, and communication tools to clubs, leagues, and associations. Direct peer in vertical SaaS serving amateur sports organizations.

Broad incumbents

Active Network / CommunityPass: Large recreation management platform used by municipalities and recreation centers for activity registration and facility booking. Broad incumbent that overlaps with Sportsground's payments, registration, and member management functionality at municipal scale.
Wild Apricot: Member management and website platform used by clubs, associations, and nonprofits globally. Broad incumbent offering general-purpose membership CRM, payments, and websites that compete with some of Sportsground's functionality for clubs outside elite governing-body mandates.

Emerging players

Jersey Watch: Smaller US sports team and league management platform providing websites, scheduling, and registration. Emerging player with partial overlap, focused on the SMB/club segment that mirrors Sportsground's freemium funnel.

Regional players

MyTeamPlay (Playy): Sports team and tournament management app popular in Southeast Asia. Regional player providing comparable team, scheduling, and communication functionality outside Sportsground's AU/NZ footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Sportsground compliance and trust

Trust signal

Compliance1 record

Sportsground financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Sportsground leadership team

Management profile

Number of profiles

Sportsground funding detail

Funding detail

Funding overview

Funding rounds1 record

Investors1 record

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

Sportsground M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Sportsground

What does Sportsground do?

Is Sportsground a public or private company?

Sportsground is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Sportsground founded?

Sportsground was founded in 2007. It employs 11 to 50 people.

Where is Sportsground based?

Sportsground is headquartered in Havelock North, New Zealand, in the Oceania region.

How does Sportsground make money?

Three revenue lines are on record. Platform Subscriptions are the primary driver. The others are transaction Fees - Sport$pay and free Tools Entry Point.

Who are Sportsground's main competitors?

Direct peers on record are TeamSnap, SportsEngine, LeagueApps, Playmetrics, Stack Sports and Demosphere. Broad incumbents are Active Network / CommunityPass and Wild Apricot. Jersey Watch is listed as an emerging player. MyTeamPlay (Playy) is listed as a regional player.

Does Sportsground have an API?

No public API is recorded for Sportsground.

What industry is Sportsground in?

Sportsground's product category is Sports Administration Software. Its primary akta.pro industry code is MPAKAKAK, Sports Fundraising & Development Services (Foundations, NIL Collectives Support), with a secondary code of MPAKAKAM, Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity).