Upward Sports

What Upward Sports does

Upward Sports is a 501(c)(3) non-profit ministry operating under the legal name Upward Unlimited, founded in 1995 by Caz McCaslin in Spartanburg, South Carolina. The organization partners with local churches to deliver recreational youth sports leagues as a community outreach and evangelism vehicle, spanning eight sports — basketball, soccer, cheerleading, volleyball, flag football, baseball, softball, and the recently added pickleball — across 6–12 week seasons. Its core product is a customizable player package that bundles sport-specific programming with ministry materials (weekly devotions, gospel presentation content, outreach ideas), apparel (including optional custom church-logo jerseys), and supporting technology such as drafting software and a league communication system; supplementary offerings include sports camps, clinics, and one-day Connect events. Distribution is exclusively through a nationwide network of 2,000+ church partner organizations that purchase packages tailored to their budget and run leagues locally using Upward's resources, with no annual or yearly fees. The organization is ECFA-accredited and audited by Forvis Mazars, and operates from a lean central team of 11–50 employees serving hundreds of thousands of young athletes annually across the United States.

Name

Upward Sports

Legal name

Upward Unlimited

Website

https://upward.org

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Upward Sports is a U.S. 501(c)(3) non-profit ministry that partners with 2,000+ churches to run recreational youth sports leagues across eight sports, providing customizable player packages, ministry materials, and league-management tools for local community outreach.

Ownership category

akta.pro rank

Product category

Youth Sports Ministry Services

NAICS

Sports and Recreation Instruction (611620), Sports Teams and Clubs (711211), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

akta.pro secondary industries

Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

Keywords

• Youth sports leagues
• Church sports ministry
• Recreational sports programs
• Faith-based athletics
• Community sports outreach

Headquarters

HQ city

Spartanburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Sports League Packages: Churches pay for customizable sports packages that include ministry materials, outreach resources, apparel, communication tools, and league management resources. This is a self-sustaining ministry model with no annual or yearly fees required.
2. Additional Sports Experiences: Beyond league experiences, Upward offers Camps, Clinics, and one-day Connect events as additional revenue streams that support sports ministry.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels11 records

Core offering

Upward Sports is a 501(c)(3) nonprofit ministry that partners with churches to deliver organized recreational youth sports leagues (basketball, soccer, cheerleading, volleyball, flag football, baseball, softball, and pickleball) along with supporting Camps, Clinics, and Connect Events. It provides churches with customizable sports packages, ministry materials, coach playbooks, drafting software, communication tools, and customizable apparel to run community-based sports experiences for children.

Product overview

Upward Sports is a church-based sports ministry platform that provides churches with the tools, resources, and framework to run recreational youth sports leagues in their communities. The core offering consists of organized league programs spanning eight sports: Basketball, Soccer, Cheerleading, Volleyball, Flag Football, Baseball, Softball, and the newest addition Pickleball. Each league operates over 6-12 week seasons and is designed to be affordable, customizable, and aligned with Christian principles. Beyond leagues, the portfolio includes Camps, Clinics, and one-day Connect Events as supplementary programming options. Supporting the core sports programs are Ministry Materials (weekly devotions, outreach resources, Gospel presentation materials), Customizable Sports Packages (apparel, custom church logos), Drafting Software, and Communication Systems—tools that help churches manage their programs and engage families. The platform is structured around church partnerships, where Upward provides the organizational framework, resources, and support while volunteers execute the programs locally.

Differentiator

Problem solved

Functional benefit

Products and services

• Upward Sports Leagues Church-based recreational sports leagues for youth, spanning 6-12 week seasons, offered in basketball, soccer, cheerleading, volleyball, flag football, baseball, softball, and pickleball.
• Upward Pickleball Newest league offering from Upward Sports, bringing the rapidly growing sport of pickleball to church communities as a ministry and community-building opportunity.
• Sports Camps Intensive multi-day or week-long sports training programs offered alongside or separate from league experiences, available for various sports.
• Sports Clinics Focused skill-development sessions for specific sports, complementing league play with targeted instruction and training.
• Connect Events One-day sports events designed to engage communities and introduce participants to the Upward Sports ministry experience.
• Ministry Materials Package Comprehensive resource package including weekly devotions, outreach ideas, Gospel presentation materials, collaboration tools for ministry leaders, and communication systems to support churches in sharing their faith through sports.
• Customizable Sports Package Tailored league package allowing churches to design unique sports experiences with custom apparel items, optional church logo jerseys, and resources matching their specific community and ministry needs.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• PartnerCairo, ILcoreChannel Partner/ Reseller/ DistributorLocal church partner in Cairo, Illinois using Upward Sports programs to connect with the community and share the gospel through sports ministry.
• PartnerSikeston, MOcoreChannel Partner/ Reseller/ DistributorChurch partner in Sikeston, Missouri leveraging Upward's resources to create powerful ministry opportunities and engage the community.
• PartnerBillings, MTcoreChannel Partner/ Reseller/ DistributorChurch partner in Billings, Montana utilizing Upward Sports' comprehensive resources and support to organize local leagues.
• Oakland United Methodist Church (PA)coreChannel Partner/ Reseller/ DistributorTestimonial partner citing how Upward listened to their needs and provided detailed information on budget, approach, and execution that was easy to understand and share.
• Christ Community Church (NE)coreChannel Partner/ Reseller/ DistributorProject Select partner highlighting the teamwork of Upward Sports, quality jerseys, fantastic technology features, and customized player packages meeting their community's needs.
• Forvis MazarsminorImplementation/ SI/ Consulting PartnerAccounting firm providing audited financial statements for the organization, ensuring transparency and strong stewardship of ministry resources.
• Evangelical Council for Financial Accountability (ECFA)minorOthersECFA membership demonstrates commitment to financial accountability and ethical practices for Christ-centered organizations, providing public trust through standards of accountability.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Others

• SportsEngine: League and team management software platform used by youth sports organizations; functions as an enabling/technology peer rather than a direct competitor, comparable to Upward's drafting and communication tools.

Broad incumbents

• YMCA of the USA: Largest U.S. community-based youth sports and recreation operator; offers leagues, camps, and clinics through local branches, overlapping with Upward's recreational youth sports offering at a national scale.
• AAU (Amateur Athletic Union): National nonprofit that sanctions youth sports leagues and tournaments across multiple sports; overlaps with Upward's basketball, volleyball, and other league offerings.
• Boys & Girls Clubs of America: National youth development organization offering recreational sports programming through local clubs; competes for the same families seeking affordable, values-driven youth sports.

Direct peers

• Pop Warner Little Scholars: National youth football and cheerleading organization operating community-based leagues; competes directly with Upward's flag football and cheerleading league products.
• Kids Across America: Faith-based youth sports camp and league provider that combines athletic training with Christian ministry; comparable mission and church-partner distribution model to Upward.
• i9 Sports: National youth sports league franchise offering flag football, basketball, soccer and other recreational sports through local operators; competes directly with Upward's church-based youth league model.
• Fellowship of Christian Athletes (FCA): Faith-based organization that integrates Christian ministry with sports for youth and athletes; shares Upward's church-and-sports outreach mission and target audience.
• Little League Baseball: Iconic U.S. youth baseball and softball league organization that competes for the same families and volunteers Upward serves through its baseball/softball league offering.
• Athletes in Action: Cru's sports ministry that uses athletics as a platform for Christian outreach, including camps, teams, and clinics; directly comparable faith-based sports ministry to Upward.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/UpwardSports
• Facebookfacebook.com/upwardsports
• LinkedInlinkedin.com/company/upward-sports-inc
• Instagraminstagram.com/upwardsports/?hl=en
• Xx.com/upwardsports

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Upward Sports