American Football Coaches Association

What American Football Coaches Association does

The American Football Coaches Association (AFCA) is a 501(c) nonprofit professional association founded in 1922 and headquartered at 100 Legends Lane, Waco, Texas. It serves more than 12,000 football coaches spanning youth, high school, college, and professional levels, functioning as the principal peer association and credentialing body for the U.S. football coaching profession. Its leadership includes Executive Director Craig Bohl and President Troy Calhoun.

The AFCA's core products and programs include the AFCA Coach of the Year awards, the Club 35 (35+ years of coaching) and Life Member recognition tiers, the Allstate AFCA Good Works Team, and the AFCA Coaches Poll produced in partnership with USA Today Sports. It runs an annual convention drawing 5,000-6,000+ attendees across a 200,000+ square foot exhibit hall, complemented by year-round digital content via the "Inside the Headset" podcast. The AFCA Foundation, established in 1998, has cumulatively raised over $10 million for coach education, scholarships, and crisis support.

The AFCA's business model is a hybrid of individual membership dues (12,000+ members), convention registration and exhibit hall revenue, corporate sponsorship from partners such as the NFL, Hudl, Allstate, USA Today Sports, and the NFL Foundation, foundation fundraising, and co-branded content deals. The association has recently expanded into federal policy advocacy through coalition support for the Protect College Sports Act, signaling an institutional posture shift beyond pure member services.

Name

American Football Coaches Association

Legal name

American Football Coaches Association

Website

https://afca.com

Company type

Private

Founded year

1942

Operating status

Operating

Headcount range

11–50 employees

Short description

The American Football Coaches Association is a nonprofit professional association serving 12,000+ football coaches across U.S. youth, high school, college, and professional levels, operating through membership dues, an annual convention, awards, the Coaches Poll, and a charitable foundation.

Ownership category

akta.pro rank

Product category

Professional Association / Sports Coaching Membership Services

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

akta.pro secondary industry

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

Keywords

• Professional coaching association
• Football coaching education
• Membership professional development
• Coaching career services
• Sports association convention

Headquarters

HQ city

Waco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees providing access to professional development resources, networking opportunities, convention attendance, and association benefits.
2. Annual Convention Revenue: Convention registration fees, exhibitor fees, and ticket sales for events including Honors Luncheon, general sessions, and tailgate party.
3. Corporate Sponsorship: Sponsorship packages at multiple tiers (Corporate Partners, Corporate Champions, Corporate Sponsors, Featured Exhibitors) providing brand visibility to AFCA's 12,000+ members and convention attendees.
4. AFCA Foundation Fundraising: Donations and fundraising events including Golf Outings and the annual CEO Coach of the Year dinner, which has raised more than $10 million.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The American Football Coaches Association is a professional membership organization serving more than 12,000 football coaches across youth, high school, college, and professional levels. Its core offerings include annual dues-based membership with professional development resources, the AFCA Annual Convention (drawing over 5,000 attendees and a 200,000+ sq ft exhibit hall), the Inside the Headset podcast/video series, the AFCA Career Center job board, Coaches Polls, and recognition programs including All-America Team selections and the CEO Coach of the Year Award. The affiliated American Football Coaches Foundation (501(c)(3), established 1998) supports the association's education mission through fundraising events.

Product overview

The American Football Coaches Association (AFCA) is a professional association serving football coaches across all levels of the sport. The organization offers a comprehensive suite of products and services centered on membership, professional development, and recognition. Its core offerings include AFCA Membership with Club 35 as a senior-tier option, the AFCA Annual Convention featuring an exhibit hall, educational sessions, and networking events, and the Professional Development Series providing coaching education and industry resources. AFCA also operates the Inside the Headset podcast as a content/media platform, maintains a Career Center for job postings, conducts Coaches Polls, and administers the AFCA Awards program including All-America Team selections and the CEO Coach of the Year Award. The affiliated American Football Coaches Foundation (established 1998) operates the Plaza of Influence honoring program and manages golf fundraising events. The 35 Under 35 program supports early-career coaches. Together, these offerings form an integrated ecosystem supporting football coaching professional development, networking, and recognition.

Differentiator

Problem solved

Functional benefit

Brands

• American Football Coaches Foundation: The philanthropic arm of AFCA, established in 1998 to fund coaching education and professional development.

Products and services

• AFCA Membership Annual dues-based membership program providing football coaches professional development support, networking opportunities with 12,000+ members, access to AFCA events, publications, the Career Center, and advocacy representation. Members with a credit card on file are automatically charged for annual renewal.
• Club 35 Senior-tier membership category for veteran football coaches providing recognition and continued access to professional development resources. Life Members are exempt from renewal charges.
• AFCA Annual Convention Annual convention and industry gathering featuring educational sessions, a 200,000+ sq ft exhibit hall, divisional meetings, awards ceremonies, and professional development opportunities. Attracts over 5,000 attendees and corporate exhibitors.
• Professional Development Series Coaching education program providing football coaches with resources to reach and exceed their professional goals through industry networking and professional growth opportunities.
• Inside the Headset Podcast Weekly podcast and video series featuring interviews with football coaches at various levels, covering coaching philosophy, career development, and professional insights. Presented by CoachComm and distributed via YouTube and podcast platforms.
• AFCA Career Center Online job board at jobboard.afca.com connecting coaches with professional football coaching positions nationwide across youth, high school, college, and professional levels.
• Coaches Polls Industry rankings and polls conducted by AFCA for various divisions of college football, providing widely cited national team rankings as recognized by coaching professionals.
• A Coach's Influence: Beyond the Game Publication by Grant Teaff exploring social issues affecting student-athletes and providing football coaches with best practices and techniques, developed with contributions from hundreds of football coaches.
• American Football Coaches Foundation 501(c)(3) nonprofit affiliated with AFCA, established in 1998 to fund the association's education mission through philanthropic events and programs supporting coaching education at youth, amateur, and collegiate levels.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered corporate partner, corporate champion, corporate sponsor, charity partner and featured exhibitor.

• US LBMcorporate partnerGTM or Marketing PartnerUS LBM is a Corporate Partner of AFCA, one of the highest tiers of sponsorship providing significant brand visibility and association with AFCA's 12,000+ member coaches.
• USA Todaycorporate partnerGTM or Marketing PartnerUSA Today serves as a Corporate Partner and media sponsor of AFCA, providing national media exposure and co-marketing opportunities.
• Allstatecorporate partnerGTM or Marketing PartnerAllstate is a Corporate Partner of AFCA, sponsoring AFCA conventions and events with brand visibility to the coaching community.
• NFLcorporate partnerStrategic or Co-development PartnerThe NFL is a Corporate Partner of AFCA, reflecting the professional football industry's connection to the collegiate and amateur coaching community.
• Hudlcorporate partnerTechnology or IntegrationHudl is a Corporate Partner providing video analysis and performance technology services to AFCA member coaches, appearing on the convention website and sponsorship materials.
• CoachCommcorporate championGTM or Marketing PartnerCoachComm is a Corporate Champion and sponsor of the Inside the Headset podcast series. CoachComm provides coaching headset systems and is the presenting sponsor of Inside the Headset content.
• Shaw Sports Turfcorporate sponsorGTM or Marketing PartnerShaw Sports Turf is a Corporate Sponsor of AFCA, providing artificial turf products and services to athletic programs represented by AFCA members.
• Sports Attackcorporate sponsorGTM or Marketing PartnerSports Attack is a Corporate Sponsor offering football training equipment including Snap Attack and Aerial Attack machines for AFCA member programs.
• AstroTurfcorporate sponsorGTM or Marketing PartnerAstroTurf is a Corporate Sponsor providing artificial sports turf solutions for football programs represented by AFCA members.
• Riddellcorporate sponsorGTM or Marketing PartnerRiddell is a Corporate Sponsor providing football helmets and safety equipment, serving the equipment needs of AFCA member football programs.
• The Jason Foundation, Inc.charity partnerStrategic or Co-development PartnerThe Jason Foundation, a non-profit 501c3 suicide prevention organization, partners with AFCA through the AFCA Ambassadors program, providing awareness and education resources to coaches and student-athletes.
• Andy Talley Bone Marrow Foundationcharity partnerStrategic or Co-development PartnerThe Andy Talley Bone Marrow Foundation partners with AFCA on the 'Get in the Game. Save a Life' initiative, with over 169 college football programs participating in bone marrow donor registration drives.
• BSN Sportsfeatured exhibitorGTM or Marketing PartnerBSN Sports is a Featured Exhibitor and sponsor of AFCA, providing athletic equipment and supplies to member programs.
• Be The Matchcharity partnerStrategic or Co-development PartnerBe The Match partners with the Andy Talley Bone Marrow Foundation, which operates through AFCA's network of college football programs, to expand bone marrow donor registration efforts.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• National Federation of State High School Associations: Governing body for U.S. high school athletics, including football rule-setting and coach education. Overlaps with AFCA's high-school coach membership and its rules/advocacy remit.
• National Collegiate Athletic Association: Governing body for collegiate athletics in the U.S. AFCA engages NCAA on rules, NIL, and CFP matters and represents the coaches within NCAA governance — a stakeholder rather than direct competitor.
• National Strength and Conditioning Association: Established professional association for strength coaches and sports-science practitioners with certification, conventions, and journals. Larger scope across multiple sports but directly comparable dues/convention/credentialing economics.

Direct peers

• National Basketball Coaches Association: Professional membership association for NBA, WNBA, G League, and collegiate basketball coaches. Closely comparable governance, dues, awards, and advocacy model, just in basketball rather than football.
• American Volleyball Coaches Association: National membership association for volleyball coaches across all levels. Mirrors AFCA's structure of annual convention, awards, polls, advocacy, and member education in an adjacent sport.
• NFL Coaches Association: Represents NFL league and club coaches for collective bargaining and benefits. Adjacent football-coach membership model at the professional level that AFCA members graduate into.
• National Fastpitch Coaches Association: National coaches association for softball (fastpitch), with member dues, All-America recognition, convention, and coaching education — a near-template match for AFCA in a different sport.
• United Soccer Coaches: Largest soccer coaches organization in the U.S., offering membership, convention, awards, education, and credentialing. Comparable membership-association model with similar revenue mix.

Others

• American Football Coaches Foundation: Wholly-owned 501(c)(3) affiliate of AFCA that operates the Plaza of Influence, CEO Coach of the Year dinner, and fundraising events. Distinct legal entity but economically aligned with AFCA and relevant for evaluating the combined enterprise.

Regional players

• National Association of Intercollegiate Athletics: Governing body for smaller U.S. collegiate athletics programs. Overlaps with AFCA's NAIA-level coaching awards and membership segments within U.S. college football.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/WeAreAFCA
• YouTubeyoutube.com/@WeAreAFCA
• Facebookfacebook.com/WeAreAFCA
• Instagraminstagram.com/weareafca
• LinkedInlinkedin.com/company/american-football-coaches-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 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 American Football Coaches Association